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Tire Kimono

Award: Yellow Pencil

Yellow Pencil / Branding / Brand Expression in Moving Image / 2015

It isn't just the quality of the rubber that determines a tire's performance. Tread patterns reflect the skill and technology of a tire manufacturer. For them, treads are like works of art. To celebrate 70 years of Toyo Tires craftsmanship and convey the beauty of the patterns carved into their black rubber, McCann Erickson Tokyo drew parallel with the patterns printed on Japanese kimonos. It's a fitting comparison, as Toyo Tires' roots lie in textiles. Each taken from a tread pattern of one of Toyo's tires, three original kimono designs were showcased in July 2014 at the Water Festival held in Osaka. The campaign inspired people to talk about tires and attracted coverage from various fashion blogs and high culture websites, a rare achievement for a tire brand.

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