|Brand||TOYO TIRE & RUBBER|
|Product / Service||TOYO TIRE & RUBBER|
|Category||A06. Promotional Items|
|Entrant||McCANN ERICKSON JAPAN Tokyo, JAPAN|
|Entrant Company||McCANN ERICKSON JAPAN Tokyo, JAPAN|
|Advertising Agency||McCANN ERICKSON JAPAN Tokyo, JAPAN|
|Production Company||TYO Tokyo, JAPAN|
|Isamu Nakamura||Mccann Erickson Japan Inc.||Executive Creative Director/Copywriter|
|Masaya Abe||Mccann Erickson Japan Inc.||Art Director|
|Kanta Kumazawa||Mccann Erickson Japan Inc.||Art Director|
|Aya Shimoe||Mccann Erickson Japan Inc.||Business Director|
|Chiharu Ozaki||Mccann Erickson Japan Inc.||Coordinator|
|Kaori Mochizuki||Mccann Erickson Japan Inc.||English Copywriter|
|Hiromichi Takagi||TYO Inc.||Producer|
|Erika Konno||TYO Inc.||Director|
|Hiroaki Muranaka||Freelance||Director Of Photography|
|Takashi Watanabe||Freelance||Music Artist|
|Keitaro Iijima||Kobe Institute Of Computing Computing College Of Computing||Sound Creator|
|Takashi Sato||TYO Inc.||Production Manager|
|Naho Matsushima||TYO Inc.||Production Manager|
|Shinya Hasegawa||TYO Inc.||Production Manager|
|Eiichi Takahashi||Ancient Oshare Kimono Edo Chumon Dying House||Kimono Dyer|
|Hiroyuki Aoki||Aoki Pattern Maker||Pattern Maker|
|Shigeru Yoshida||Yoshida Kimono Maker||Kimono Maker|
|Tomoko Takama||Mccann Erickson Japan Inc.||Kimono Styling|
|Toru Takao||Freelance||1st Assistant Cameraman|
|Toshiro Nishiwaki||IMAGICA||Online editor|
|Yuki Saito||McCann Erickson Japan Inc.||Model|
People don’t usually take notice of tires. Our challenge was to come up with a tool that would present tires in a way that would draw people’s attention while also functioning as a branding device for Toyo Tires.
To develop and propose a communication tool that would build excitement at a non-car-related event.
The tread patterns of Toyo’s tires are a result of not just their high-level technology, but also well-honed craftsmanship that shares its aesthetics with traditional Japanese craft, such as kimono design. Thus we saw it fitting to draw a parallel between the tread patterns and traditional kimono design to highlight the artistic craftsmanship that goes into the creation of a Toyo tire. The analogy is a doubly fitting one as Toyo Tires traces its roots to a textile company.
The campaign generated 4,000 tweets in just one day of exposure, with 43% percent of the tweets coming from women between the ages of 20 and 30. It was also picked up by a number of online media, many of which were fashion or culture news websites and blogs. As a result, the campaign succeeded in getting a wide range of people to talk about tires, including those that are usually not target consumers for tires.