Client: BFGoodrich
Project: Responsible Exploration
BFGoodrich wanted to expand global brand awareness. Our team identified an opportunity rooted in a simple but pressing insight: a need to encourage and educate best practices through respect for the trails in a post-COVID world. Coupled with Australia’s strong market presence for the brand, we sought to set a standard for responsible off-road exploration.
The off-road industry is known for being loud, aggressive, and destructive. As the leader in the category BFGoodrich chose to take a different path, showing that the people who dive the deepest into the world are the ones who respect it the most. The campaign style mirrored that with an editorial, thoughtful approach—reminiscent of classic National Geographic articles. The visuals took the lead, with copy crafted to educate and inform. This approach resonated with both longtime enthusiasts and new adventurers alike.
Awards:
Platinum Muse Award (x2)
Platinum Hermes Award (x2)
Shenay's First Run
Behind The Scenes
