Title | TIRE KIMONO |
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 |
Name | Company | Position |
---|---|---|
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 |
Shigeyuki Toriumi | IMAGICA | Colorist |
Seiko Kato | IMAGICA | Mixer |
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.