2014 Winners & Shortlists

Brief Explanation

One of our key challenges was to not only depict the technology but the effect it has on people's lives.

The Brief

We had to promote Bridgestone's Third Generation Run Flat Tire Technology while clearly highlighting the product itself and how it helps you in life's everyday moments.

How the final design was conceived

Every detail in the typography was derived from the Run Flat Tire itself. The tire serial numbers, embossed lines, weather icons were inspired and created from actual tire material. This way we could tell our story and yet keep the product at the very heart of the design.

Indication of how successful the outcome was in the market

Tire Communication everywhere has a standard look and feel. Our fresh executions and use of distinct typography helped catch people's eye and communicated the key benefit of not losing time clearly, both in the story and design treatment as well, which helped achieve our initial objective of promoting the Run Flat Technology in a memorable way.