Design a brand campaign that will communicate that 'Yokohama Tyre = Japanese Brand = High Performance' to the world despite the differences in language or knowledge about Japan.

We came up with the idea to develop a campaign icon that works worldwide.Thus, we applied the Samurai as a motif, which is art-directed as a 'Japanimation' in order to avoid looking outdated, and re-design it into a new character.

With this design, we have succeeded in bringing surprise to various countries, without depending on the language. The campaign was launched in various countries with differing cultures, such as South America, Middle to Near East Asia, North America, and Russia. Especially in the developing market of Russia, Yokohama Rubber became a pioneer in opening a new market, and achieved a no.1 position for a Japanese Brand.