Michelin Group Winter Tires
Created 100+ assets for the global campaign of three different brands under same group (Michelin, BF Goodrich and Uniroyal).
These assets include video ads, social posts, cover images and animated banners.
"We mixed conventional storytelling strategies with contemporary trends"
With minimal direction and lots of freedom generously provided by the client, we started creating from scratch. Firstly we defined three focus points for the three brands:
- Michelin - Durability
- BF Goodrich - Toughness
- Uniroyal - Power
Main design challenge was to create ads that convey the unique voice of each brand and at the same time feel similar as they're part of the one integrated campaign.
Considering we were targeting a relatively older generation of social media users, we mixed conventional storytelling strategies with contemporary trends. So the goal was to have the viewer convinced by showcasing the benefits of the product instead of get excited about it. This approach and the editing style that comes with it helped us seperate our campaign from most of the social ad campaigns and provided us a space to use seperate art styles for each brand.
Michelin
We started with the video ads for the first phase of the campaign.
I wanted to use live footage for Michelin so it would look more down to earth and conventional. Then I added a spinning wheel within the edit almost representing a fast forward footage of a working clock. This helped both having a more contemporary style and supported the slogan "Winter after winter".
BF Goodrich
I decided to use a style that is more dependent to representation for BF Goodrich. We needed to showcase the toughness of the tire, but showing it under heavy snow, fog and ice wasn't enough. As a final touch I had the tire get rid of all the hard weather conditions with a movement almost similar to a hammer and a small explosion. While conveying the message that BF Goodrich tires can overcome any weather condition, this minimal movement helped associate the product with a certain feeling which will be a desirable when seen by the target audience.
Uniroyal
Finally for Uniroyal, we decided to go with a more experimental approach and I wanted to showcase the benefit of the product as minimalistic as possible without comprimising the overall editing style we targeted for the whole campaign.
This was only the beginning of the campaign. Then for the second phase of the campaign, we created a small team and produced over 200 assets optimized for various mediums, digital and printed. These include cover images, website and ad banners, printed ads and posters.
For the third and the final phase of the campaign, we produced localisations and these localized part of the campaign also included a special offer for British Colombia and Alberta.
2 videos