Bentley and Iris Worldwide partnered for a new experiential marketing campaign that highlights the all-new Bentayga EWB (extended wheelbase), a longer version (7 inches) of this luxury SUV. The extra space, invested principally into the back seat, is a place for wellness. The design in the back of the car is almost akin to a first-class air travel seat.  The activation involves a vehicle that travels to dealerships across the United States, allowing prospective buyers to see the car in person before anyone else. This dealer tour activation aims to demonstrate the psychological benefits of sitting in a Bentayga EWB and enjoying this space. This experience puts the user in the vehicle wearing a headset that measures their heart and brain activity as they experience a short meditation. A screen in the back of the vehicle responds to brain activity in real time. At the end of the experience, users receive a personal representation of their brain's activity in the form of an NFT-like artwork that can be downloaded and shared on social media. It consists of colors and shapes that represent the journey that the guest's mind took while experiencing the car's comfort, extra space, and wellness. The pitch will also include visual assets to accurately depict the experience and illustrate the preceding description to make it easier for readers to comprehend. Click here to view the case study video.