Title | 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 |
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 |
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.