In 2020, Michelin approached us with the task of launching one of their most innovative products to date. The challenge: show, don’t tell, how the MICHELIN® CrossClimate®2 tire aligns with Michelin’s new target, lifestyle and appreciation for all things earned.

With a global pandemic forcing us to keep our distance from one another, we took the event fully online. Our unveiling of the MICHELIN® CrossClimate®2 tire built anticipation and honored both the past and future, highlighting Michelin’s role in it all.

We encouraged our new audience to hit the road running with everything we got and do it all over again the next day, the day after and the day after that. Because true satisfaction is defined by the hard work we put into every move we make. Which is why Michelin, the innovators of movement, created the MICHELIN® CrossClimate®2 tire to work hard for and move with.

In tandem with the CrossClimate®2 release, the team developed a suite of content for Michelin social presences that reinforced Michelin’s hard-earned title as innovators of movement. From history-makers to ceiling-breakers and everything in between, the team elevated the Michelin brand’s cultural currency and positioned them as your perfect partner in moving forward.