For our campaign we focused on the fact that Goodyear is the leading brand when it comes to advancing tire technologies. Independent tire tests prove this year after year thanks to supreme handling and shorter braking distances in comparison to the competition. This inspired us to create positive images that increase drivers’ confidence with regard to driving safety at any road condition.

Our campaign highlights three different Goodyear technologies with striking print motives: by turning a Goodyear tire into a person – into a true expert in his natural habitat. Each motive shows a person that is bent around a wheel like a tire, including the dark rubber feel and utmost precision in the character’s confident face expression and outfit details. Thereby the message of our campaign becomes clear: A Goodyear tire is ready for wet conditions like a professional swimmer, it masters icy surfaces like an Eskimo and it feels unaffected by puncturing road objects like a fakir on a bed of nails.