Sharing the Thrill of What Can Be with Michelin

About the Campaign 

To help the leading mobility company introduce two new offerings in their legendary line of Defender tires, we looked beyond the product to tell a story — and delivered an omnichannel campaign that ultimately builds belief around Michelin’s promise to give people a better way forward. 

Undeniably human, “The Thrill of What Can Be” doesn’t just tell the world that Michelin’s Defender LTX M/S 2 and Defender LTX Platinum tires provide more in the way of durability and performance. It differentiates the brand by showing audiences all of the incredible experiences made possible by tires you can trust. 

Result

Featuring digital, organic social, influencer collaborations, print, OLV and CTV, the campaign’s strategic creativity was adopted by dealers across North America, led to a website rebrand, and drove all new levels of demand.