| Title | PARADE |
| Brand | MICHELIN |
| Product/Service | TYRES |
| Category |
A07. Cars & Automotive Services |
|
Entrant Company
|
TBWA\PARIS, FRANCE
|
|
Advertising Agency
|
TBWA\PARIS, FRANCE
|
|
Production Company
|
\ELSE Boulogne-Billancourt, FRANCE
|
|
Production Company 2
|
MOONBOT STUDIOS Shreveport, USA
|
Credits
| Claire Dorland-clauzel |
Michelin |
Worldwide Corporate Communication Director |
| Philippe Taroux |
Tbwa\paris |
Creative Director |
| Benoit Leroux |
Tbwa\paris |
Creative Director |
| Philippe Taroux |
Tbwa\paris |
Art Director |
| Benoit Leroux |
Tbwa\paris |
Copywriter |
| Maxime Boiron |
\else |
Head Of Tv |
| Olivier Lefebvre |
\else |
Head Of Music/Sound |
| Amer Zoghbi |
\else |
Tv Producer |
| Cathy Pericone |
\else |
Producer |
| Thomas Anduze |
\else |
Sound Producer |
| Limbert Fabian |
Moonbot Studios |
Director |
| Lampton Enochs |
Moonbot Studios |
Producer |
| Wendell Riley |
Moonbot Studios |
Post Production |
| Sandrine Demonte |
. |
Post Production |
| Nicola Tescari |
. |
Music Composer |
| Jean-francois Laforge |
Michelin |
Worldwide Communication Director |
| Céline Laplace |
Michelin |
Worldwide Advertiser Supervisor |
| Jean-francois Reiser |
Tbwa\paris |
Account Director |
| Guillaume Chupeau |
Tbwa\paris |
Account Executive |
| Teddy Notari |
Tbwa\paris |
Account Manager |
The Campaign
The purpose of the campaign is first, to make people understand and remember that every tire designed by MICHELIN brings every single type of tire performance together and second, that this development philosophy has a name: MICHELIN Total Performance.
By personifying every performance, united and guided by the Michelin Man, MICHELIN and the agency created Parade, an epic and spectacular journey where they demonstrate the individual and collective superiority of all these performances, faced with various weather and road conditions.
If most of the characters are originally inspired from animals linked to their performance, the octopus for its grip, or the rhinoceros for its robustness, they are also made up of elements related to the automotive world.