| Title | MICHELIN PRIMACY 3 ST MICROFILMS |
| Brand | MICHELIN (CHINA) INVESTMENT CO. |
| Product / Service | PRIMACY 3 ST |
| Category | B01. Internet Film |
| Entrant | TBWA\SHANGHAI, CHINA |
| Entrant Company | TBWA\SHANGHAI, CHINA |
| Advertising Agency | TBWA\SHANGHAI, CHINA |
| Production Company | YES FILMS Shanghai, CHINA |
| Name | Position |
|---|---|
| Edmund Choe | Chief Creative Officer |
| Ong Kien Hoe | Executive Creative Director |
| Joy Jiao/Li Ning | Creative Director |
| Mengyuan Wang | Copywriter |
| Lule/Neptune Zhao | Art Director |
| Sammi Yao | Agency Producer |
| Tess Wang | Account Supervisor |
| Charles Qing | Producer |
| Xujian Lin | Director |
| Shelly Wu | Account Manager |
| Emmanuel Sabbagh | Planner |
Michelin builds a world designed for its brand ambassador, which is the Michelin man. Michelin brand awareness is around 80% in China. But Michelin Market share is only around 10%. People love the brand but they don’t think Michelin tires can meet their daily road safety concerns. Michelin want to improve ITS CUSTOMERS’ REAL LIFE. Our campaign idea: <Tune the silence and see the difference>. People change attitudes and perceptions when they simmer down their temper and reflect the happening carefully. Michelin PCY 3 ST brings 3 different family stories to show the benefit of the silent space. The silent space then pacifies people’s emotions and brings a positive change to the relationship between drivers and their passengers. All the changes could happen quickly in a silent moment.