The world's best-known tyre manufacturer has branched out to produce a best-in-class collection of automotive accessories. We had to encourage the sales of licensed products from the Michelin Lifestyle range without any direct consumer contact.
The supreme Frenchness of Michelin's offering formed the basis of the campaign. Playing off the imagery of Parisian fashion house photography, we designed a suite of literature dominated by striking arty photographs in which Michelin's Accessories Collection is presented as must-have fashion accoutrements. The resultant bold images brought a touch of catwalk chic to Michelin showstands across the world, from Paris to Las Vegas.
The creative-led approach garnered a Fresh Award in 2004, and has proved so effective that many licensees are unable to satisfy demand for the product.