Tires Plus had an opportunity to create a brand ad for the Firestone Grand Prix of St. Petersburg race-day program, and connect the brand with the mindset of race fans.
Our creative solution was to connect with this niche audience by paying homage to the lithography art style of old Formula 1 posters. In order to give the nostalgic artwork a contemporary makeover, we employed a more aggressive, competitive tone and visual (leader of the pack) to associate gearheads with the spirit of our brand.
Upon seeing the initial creative concept, Firestone – a partner brand within the Bridgestone family – decided to add their logo to the piece, and it was very well received internally. But even more so, the ad completely stood out in the program, and our client received a ton of positive feedback from fans on the day of the race.