| Title | GOODYEAR TECHNOLOGIES |
| Brand | GOODYEAR DUNLOP |
| Product/Service | TIRES |
| Category |
F02. Illustration |
|
Entrant Company
|
LEO BURNETT FRANKFURT, GERMANY
|
|
Advertising Agency
|
LEO BURNETT FRANKFURT, GERMANY
|
Credits
| Andreas Pauli |
Leo Burnett |
Chief Creative Officer |
| Axel Tischer |
Leo Burnett |
Creative Director |
| Gabriel Mattar |
Leo Burnett |
Creative Director |
| Mark Marcel Mueller |
Leo Burnett |
Copywriter |
| Yigit Unan |
Leo Burnett |
Art Director |
Brief Explanation
When buying tires, most people just go for the lower priced ones – although tires are essential for driving safety. A car might feature an endless list of assistance systems or lots of PS, but without the right grip they are worthless.
The Brief
We were asked to create a campaign that makes tire customers in the EMEA region choose Goodyear tires over cheaper brands: by giving customers confidence in the performance of Goodyear tires and by strengthening tire retailers’ confidence in recommending Goodyear tires.
How the final design was conceived
For our campaign we focused on the fact that Goodyear is the leading brand when it comes to advancing tire technologies. Independent tire tests prove this year after year thanks to supreme handling and shorter braking distances in comparison to the competition. This inspired us to create positive images that increase drivers’ confidence with regard to driving safety at any road condition
Indication of how successful the outcome was in the market
Our campaign highlights three different Goodyear technologies with striking print motives: by turning a Goodyear tire into a person – into a true expert in his natural habitat. Each motive shows a person that is bent around a wheel like a tire, including the dark rubber feel and utmost precision in the character’s confident face expression and outfit details. Thereby the message of our campaign becomes clear: A Goodyear tire is ready for wet conditions like a professional swimmer, it masters icy surfaces like an Eskimo and it feels unaffected by puncturing road objects like a fakir on a bed of nails.