| Title | ONE SECOND |
| Brand | GOODYEAR DUNLOP TIRE OPERATIONS |
| Product/Service | DUNLOP BRAND |
| Category |
F04. Sound Design |
|
Entrant Company
|
LEO BURNETT FRANKFURT, GERMANY
|
|
Advertising Agency
|
LEO BURNETT FRANKFURT, GERMANY
|
|
Production Company
|
E+P FILMS Hamburg, GERMANY
|
|
Production Company 2
|
KNUCKLEHEAD London, UNITED KINGDOM
|
Credits
| Andreas Pauli |
Leo Burnett |
Chief Creative Officer |
| Alexander Haase |
Leo Burnett |
Creative Director |
| Florian Fehre |
Leo Burnett |
Copywriter |
| Fintan Gsaenger |
E/P Films |
Executive Producer |
| Matthew Brown |
Knucklehead |
Executive Producer |
| Gabriele Sanchez Palacio |
Leo Burnett |
Agency Producer |
| Johannes Hein |
Leo Burnett |
Account Director |
| Christopher Hewitt |
|
Director |
| Nico Karakatsanis |
|
Dop |
Brief Explanation
Dunlop is a tire brand with a strong racing heritage, beloved by driving enthusiasts around the world.
The Brief
In recent years, Dunlop had kept a somewhat lower profile due to reduced sponsorship activities in motor sports. Our task was to re-ignite the brand with a new campaign that keeps the heritage alive but at the same time manages to speak to a larger audience.
How the final design was conceived
As a part of the strategic groundwork for the campaign, we conducted a series of europe-wide interviews with the core target group of driving enthusiasts. One major finding: the people we are talking are not interested in tires. And a second point: they share a unique attitude towards life. For them, it is all about performance – not just on the racetrack or on the road. We built our campaign based on this insight.
Indication of how successful the outcome was in the market
In post-launch research, the numbers for brand awareness and brand preference had improved significantly within the target group. What's more: the audience genuinely seemed to love the film because we accurately described their way of life.