2013 Winners & Shortlists

The Brief

To create an interactive direct mailer that talks about Bridgestone Tyres being the safest choice.

Creative Execution

We used the rubber to erase the drawings and we kept the rubber in black color with Bridgestone logo. Rubber was metaphoric to Tyre rubber.

Describe the creative solution to the brief/objective.

We wanted to highlight the safety aspect of Bridgestone tyres in a memorable way. To get our idea across, we sent people an interactive direct mailer that contained pencil drawings of road accidents with a Bridgestone rubber. And all they had to do was erase those scenes off the paper to eventually read the brand’s message about safety. Copy after erasing drawings "Erase these scenes off the road with Bridgestone. Safer roads start with safer tyres."

Results

The executions engaged receivers and conveyed a clear message to our audience. This was an awareness based idea and had no intention to increase sales.