The context: Well known as the main sponsor of the Formula 1 championship, Bridgestone is currently the highest ranking tyre manufacturer in the global tyre market. The brand is committed to developing its “Passion for Exellence” and is dedicated worldwide to “serve society with superior quality”.

The challenge: To create a new communication strategy positioning the brand as the symbol of excellence, and to manage to associate the tyres with top level car brands.

Our answer was to implement a European partnership between Bridgestone and Aston Martin. Aston Martin allowed us to use their cars to promote Bridgestone tyres through a common vision of harmony, precision and excellence.

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