Four years after its “Motion for Life” global advertising campaign that celebrated movement and showcased a wealth of products and services, Michelin is once again highlighting its innovative brand DNA with the new campaign, “On the road and beyond!” This journey spotlights Michelin’s unique expertise and groundbreaking advancements, emphasizing the brand’s commitment to innovation.
The initial phase of the “Motion for Life” campaign celebrated movement and demonstrated Michelin’s diverse offerings. The second phase, however, delves deeper into the heart of Michelin’s expertise in material science and assembly. This phase offers insights into new applications of Michelin’s technological prowess, including the development of driverless vehicles equipped with high-tech materials capable of exploring the moon’s surface. Additionally, it features enormous wing-sails designed for merchant marine vessels to aid in decarbonizing maritime transport.
The saga, introduced during the 2020 “Motion for Life” campaign, features the “black-outlined white code” as a tribute to the Michelin Man. This element takes the public on a journey into the core of Michelin’s innovations. The new brand film, a creative endeavor by the BETC advertising agency, presents a dramatic narrative crafted by filmmaker Henry Scholfield. The film blends highly cinematic shots with 3D technology to vividly bring Michelin’s innovative spirit to life.
Set to launch on May 13, 2024, in France, the new multi-platform campaign will quickly expand to nine other countries worldwide. In Europe, it will roll out in Spain and Italy; in Asia, it will reach China, Thailand, Malaysia, and Vietnam; and in North America and South America, it will be launched in the US, Canada, and Brazil.
This professional campaign, titled “On the road and beyond!”, was created for the brand Michelin by the ad agency BETC Paris and is related to the automotive industry. The film medium campaign includes one media asset and highlights Michelin’s continuous journey towards innovation and excellence.
Michelin’s commitment to innovation goes beyond traditional applications, exploring new frontiers and leveraging advanced technologies. Whether it’s enhancing the capabilities of driverless vehicles or contributing to the decarbonization of maritime transport, Michelin’s expertise in materials science is at the forefront. The “On the road and beyond!” campaign not only underscores this innovative strength but also invites audiences to witness the future of mobility and transport.
By celebrating its unique expertise and innovative applications, Michelin continues to solidify its position as a leader in the automotive and transportation industries. The campaign serves as a reminder of Michelin’s dedication to pushing boundaries and exploring new horizons, ensuring that the journey on the road and beyond is always driven by innovation.
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