3 ST MICROFILMS

Title3 ST MICROFILMS
ClientMICHELIN (CHINA) INVESTMENT CO.
Product / ServicePRIMACY 3 ST
CategoryB01. Internet Film
EntrantTBWA\SHANGHAI, CHINA
Entrant Company TBWA\SHANGHAI, CHINA
Advertising Agency TBWA\SHANGHAI, CHINA
Production Company YES FILMS Shanghai, CHINA

Brief Explanation

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.

Credits

Name Position
Edmund Choe Chief Creative Officer
Ong Kien Hoe Executive Creative Director
Joy Jiao/Li Ning Creative Director
Winky 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
Links
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