Title	THE SAFE WAY TO USE WORN TYRES
Brand	NOKIAN TYRES
Product/Service	SNAPSKAN
Category	D02. Small Scale Special Solutions
Entrant	TBWA\HELSINKI, FINLAND
Idea Creation	TBWA\HELSINKI, FINLAND
Media Placement	IUM FINLAND Helsinki, FINLAND
Media Placement 2	ADDLIFE Helsinki, FINLAND
Additional Company	NOKIAN TYRES Nokia, FINLAND

Name	Company	Position
Erno Reinikainen	TBWA\Helsinki	Creative Director
Tuomas Perälä	TBWA\Helsinki	Copywriter
Simone Bocedi	TBWA\Helsinki	Senior Content Strategist
Mikko Santonen	TBWA\Helsinki	Creative Insight Planner
Ville Rutanen	TBWA\Helsinki	Designer
Meri Saarivirta	TBWA\Helsinki	Junior Copywriter
Noora Murremäki	TBWA\Helsinki	Account Director
Ulla Iivari	TBWA\Helsinki	Project Director
Sanna-Kaisa Mäkelä	TBWA\Helsinki	Design trainee
Niko Hatara	TBWA\Helsinki	Producer
Fanny Haga	TBWA\Helsinki	Photographer
Ville Nikkola	Nokian Tyres	Senior Business Program Manager
Anu Moisio	Nokian Tyres	Marketing Manager
Aino Paavola	Nokian Tyres	Communication Specialist
Maija Juvonen	Nokian Tyres	Program Coordinator
Hanna Kivimaa	Nokian Tyres	Marketing Manager
Timo Lausala	IUM	Senior Digital Strategist
Allis Iranto	IUM	Account Director
Karin Westin	IUM	Digital Planner
Susanna Öster	IUM	Content Specialist
Ilona Koivusalo	IUM	Social Media Specialist
Mia Lehikoinen	IUM	Media Planner
Enni Rantakangas	IUM	Planner Trainee
Jyrki Jurmo	Addlife	Producer
Juho Wickström	Addlife	Planning Manager
Lassi Kalin	Addlife	Project Manager

Write a short summary of what happens in the ambient or digital execution or campaign.

With the help of digital map services, we pinpointed locations all over Finland that have utilised repurposed tires as tire swings, boat fenders, art pieces and other applications. Our message was simple: worn tires should be used anywhere else but on the road. We placed small tags informing bypassers about the facts of tire condition around the specific area and the safety risks they present. The chosen locations were in cities with SnapSkan devices placed close by. All placements were urban locations with high levels of traffic that provided a great way to stand out from the mass organically and catch the audience’s attention.

Cultural/Context information for the jury

With four distinct seasons in Finland, it is essential that drivers take care that their tires are in proper shape for all weather conditions. Unfortunately, this is not the case, and multiple accidents happen every year with unsafe tires playing a key role. Research shows that many accidents could be prevented if the tires involved would be in a more suitable condition for the erratic Finnish weather and varying road conditions. We decided to show drivers a safe way to use worn tyres with existing recycling methods, such as classic tyre swings, boat fenders, art pieces and many other applications abundant across Finland.