Title | TIRE KIMONO |
Brand | TOYO TIRE & RUBBER |
Product / Service | TOYO TIRE & RUBBER |
Category | A06. Use of Special Events And Stunt/Live Advertising |
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 Making | Kimono Maker |
Tomoko Takama | Mccann Erickson Japan | Kimono Stylist |
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.
Our idea was to use kimono design to express the artistic craftsmanship that goes into the creation of a Toyo tire. To draw a parallel between Toyo’s tread patterns and traditional Japanese kimono design was a fitting one as Toyo’s process of developing tread patterns involves not just high-level technology, but well-honed craftsmanship that shares its aesthetics with traditional Japanese craft, such as kimono design. The kimono analogy was doubly fitting as Toyo Tires traces its roots to a textile company. Our aim with this creative was to generate interest among people that would otherwise not take interest in tires and get them to naturally spread word through social media.
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.