Cannes Lions

ICEGUARD IG35/30 TYRES

McCANN ERICKSON JAPAN, Tokyo / YOKOHAMA / 2012

Overview

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Credits

Overview

Description

'White Warrior' was produced to increase recognition of the Yokohama brand overseas and to highlight its high-performance tyres, from Japan. During the Sengoku Warring-States period, Armored samurai warriors riding tyres at high speed charge along ice-covered roads. The proud samurai not only symbolizes Japan, but embodies the high performance of Yokohama tyres. The commercial was shown mainly in Russia, where it inspired great public interest in the samurai, and dramatically improved recognition and the image of the Yokohama brand.'White Warrior' was produced for Russia to highlight Yokohama Tyre’s studless tyre, 'ice GUARD iG35/30'. The White Samurai symbolises the image of a high quality tyre that came from Japan for Russia’s severe winter, and as the embodiment of Yokohama Tyre, a Japanese brand of strength and excellence of Japanese quality. In order to express the 2 strengths of the product, 2 samurai pass by 1 another and pause, showing its braking power.

Execution

The White SamuraiCampaign by TVC and OOH was launched at the same time, while product catalogues and shop POP tools were consistently designed with the same visual direction. OOH was up for a 6 months term, and catalogue and other POP tools were used all year.The Red SamuraiThe timing of the launch varies between countries to suit the demand of each culture. So far, the campaign has launched in Columbia, USA, Thailand, and Paraguay sequentially.

Outcome

By applying such an iconic character as an armour-clad samurai, the campaign was effective in many countries around the world. Also, we were able to tie up with mass media, thus appealing to consumers the brand image of 'Yokohama Tyre = Japan', as well as it contributed to the activation of the dealers shops.

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