Following a successful six years of work with Bridgestone, we pitched and retained the partnership account for their Olympic and Paralympic sponsorships. Our new platform idea 'Prepared to Perform' reflected the new priority for Bridgestone: trust in their products’ performance.
Working with Olympic performance psychologist Dr Kate Goodger, we discovered that for many Olympians ”luck” is a dirty word. World-class athletes prepare and test intensely for years to eliminate luck from the equation - the essence of being prepared to perform. This was the perfect parallel for Bridgestone products, developed to the highest standards so they always perform when the pressure is on.
Our campaign hijacked the cultural blind spot of “Luck” and the misappropriation of the term in the world of elite performance. We showed how Olympians mitigate risk with rigorous training and mental preparation. And when they succeed, it has nothing to do with luck. Just like Bridgestone’s products, their meticulous preparation means they are certain and confident they will deliver in the moments that matter most.
Working with 14 world class Olympians from Europe's 'Big 5', we developed a suite of regional toolkits, one tailored for each market. The toolkits consisted of plug-and-play templates for OOH, print, social, owned and earned.
A total of 28 TV deliverables were created in the space of 5 months- a 30" and 15" per ambassador.
