TBWA\Shanghai helps Michelin with a new safe driving campaign for Energy XM2 tires

TBWA\Shanghai has recently helped Michelin with a new creative campaign to promote safe driving that specifically targets emerging markets. The new creative illustrates the core message of “the right tire changes everything” and is the latest extension of Michelin’s global advertising campaign.

In emerging markets such as China where roads are constantly changing, drivers often encounter inconsistent road conditions that lead to greater risk when driving. Robust tires with enhanced performance features based on innovative technology enable cars to overcome difficult road conditions, ensuring the safety of the driver, passengers and other road users.

TBWA\Shanghai relayed the message with an animated story.

VIEW THE COMMERCIAL:  Michelin_Safety_Sml.mov

Ian Thubron, TBWA\Greater China Group President, commented, “Michelin is a key global client for TBWA and we’re thrilled to have been chosen to lead this advertising creative for China and for all other emerging markets around the world. As markets develop, the number of roads and volume of cars on them can increase exponentially. Anything we can do to enhance safety on the roads is valuable.”

CREDITS:

Project Name: Safety campaign for emerging markets

Creative Agency: TBWA\Shanghai

Client: Michelin

Chief Creative Officer: Chien Hwang

Associate Creative Director: Joy Jiao

Art Director: Neptune Zhao

Copywriters: Li Ning, Winky Wang

Production Company: Psyop

Production Company Head Producer: Lydia Holness

Executive Producer: Lydia Holness

Production Company producer: Anna De Castro

Business Director: Emiko Nagai

Account Manager: Tony Jiang

Media Agency: MEC