Anthem
Client: BFGoodrich
Project: Trail Terrain Tire Launch
BFGoodrich, long known for its on- and off-road performance, saw an opportunity to bridge the gap with a tire built for both — the Trail-Terrain. Designed for everyday vehicles and light off-road use, the product needed to resonate with a broad range of drivers whose adventures begin where the pavement ends.
Adventure looks different for everyone, but it’s united by a belief: meaningful lives are built through experience. Our campaign brought this to life through three core audiences:
The Broad: lifestyle-first drivers drawn to freedom and exploration — where the tire became a desirable part of their identity.
The Active: outdoor-focused consumers who value both performance and emotional payoff — where the tire became a trusted tool.
The Core: terrain-savvy enthusiasts for whom the outdoors is essential — where the tire became indispensable gear.
Ultimately this campaign positioned the Trail-Terrain not just as a tire, but as a catalyst for experience.
Logo
Core Audience
Active Audience
Broad Audience
Behind the scenes