Title	ANATOMY OF PANCTURE
Brand	BRIDGESTONE
Product/Service	BRIDGESTONE TYRES
Category	A03. Video / Moving Image
Entrant	J. WALTER THOMPSON AMSTERDAM, THE NETHERLANDS
Idea Creation	J. WALTER THOMPSON AMSTERDAM, THE NETHERLANDS
Production	BANG London, UNITED KINGDOM

Name	Company	Position
Ian Thomas	JWT International	Executive Creative Director
Jeremy MacWilliams	Bang TV	Executive Producer
Daniell van Berkel	JWT International	Head of TV
Brian Williams	Bang TV	Film Director

The Campaign

The online “Anatomy of a Puncture” has been developed to demonstrate and inform people about the hazards their tyres face every day on the roads. The engineering and precision needed to combat these hazards like nails, kerbs and glass. The film shows, with the use of high speed cinematography and graphics, show in stark reality the life of a tyre, and the importance of fitting tyres that not only safeguard you, but allow you to carry on driving after a dangerous encounter even if your tyres get a puncture.

Creative Execution

VIDEO / MOVING IMAGE The Alpine location and drone shot set the scene. Digitally added rain and an almost monochromatic look add to the drama.Time very nearly stands still in an extraordinary “flo-mo” sequence of the speeding car. Inside the tyre we see the actual puncture in slow motion. Each of the three hazards were filmed for real and had to allow different names to be added digitally to them for the six European language variants. The three slow-motion punctures had their own animated particles and debris. Facts and data were tailored for each country and Bridgestone’s extensive research into punctures is subtly illustrated with layers of motion graphic typography in six languages. At the peak of the drama, the moment of the puncture, layers upon layer of stills and animated droplets make up the “flo-mo” sequence where time almost stands still. Each of the three hazards (nail, glass bottle and concrete kerb) had the different names for the six different territories added in post, outside and inside the tyre. A welcoming small village was added to the foothills of the striking mountain landscape at the end. Each country has its own animated set of puncture facts. Bridgestone’s extensive research into punctures is subtly illustrated with layers of motion graphics in typography designed to be reminiscent of tyre treads. The animation between the segments hint at road warning signs. Award-winning features and TV composer Ray Harman was enlisted to create a dramatic cinematic score. It immediately sets up the stark isolation of the location. The unsettling theme of strings builds the tension of the impending puncture to an ominous crescendo when the puncture happens.