Michelin doesn't make tires for the wellbeing of the car – but rather, the people inside it.
Re-introduce the Michelin Man not as tire salesman like before, but more as a Guardian Angel.
︎ Using emotion over proof points re-established Michelin as a top contendor in tires. ︎ The client quickly bought airtime during the Super Bowl after witnessing its success. ︎ Won at Cannes under OOH (bronze).