INSIGHT
Michelin doesn't make tires for the wellbeing of the car – but rather, the people inside it.
IDEA
Re-introduce the Michelin Man not as tire salesman like before, but more as a Guardian Angel.
RESULT
︎ 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).
