Our challenge was to make people care about tyres.
So we developed the award-winning ‘Chase Your Dream, No Matter What’ campaign, bringing to life Bridgestone's Olympic partnership whilst celebrating the Olympic spirit of perseverance and inspiring people to overcome adversity to realise their dreams.
A six-year, fully integrated campaign across eight key markets. The campaign featured 25 Olympians who have overcome extraordinary struggle on their own journeys in life.
The results: 44% increase in brand affinity, 33% increase in purchase intent and over 350 articles in publications including Vogue, Rolling Stone, Marie Claire and The Telegraph. Plus we made one of our clients cry after we showed them our film (happy tears).
Awards: Content Marketing Awards 2018: Best Automotive. Winner // Brand Film Awards 2018: Brand Documentary. Silver // Brand Film Awards 2018: Best Heartstrings. Silver // New York Festival 2018: Public Relations. Gold.
South Africa's hero films, with nationwide TVCs airing in the run up to the Tokyo 2020 Olympic Games, supported by social, programmatic, media partnerships and a number of influencer and experiential activations.
At the core of this market's campaign were three people, each with an incredible story.
- Caster Semenya, who has been fighting to compete as a female athlete.
- Josia Thugwane, a forgotten hero who was South Africa's first black Olympic gold medal winner.
- Lawrence Brittain, a cancer survivor on his way to Tokyo.
The campaign was brought to life across hundreds of individual briefs during the 2016-2020 Olympic cycle.
My team was in charge of coming up with the ideas and creating monthly, if not weekly content across social, PR and live events, varying in size and budget from a few days of creative lead time to six figure budgets.
Here are some more of my favourite films which I helped to write and art direct.
