for tire manufacturer
Nokian Tyres is a leader in innovation in modern tire manufacturing. A unique spike for Russia has been developed for the new Hakkapeliitta 10p line, which significantly increases traction even in the most extreme situations. The client's team set a task to convey the spirit of innovation in the new campaign.
the goal wasdevelop a creative solution for a new line of tires
found probleminnovation is a popular accent in tire advertising, but it is often presented through complex images and meanings
- — design solutions
new era of security
To achieve the goals of the advertising campaign, it was necessary to fulfill 3 conditions for the flagship Hakkapeliita 10p line: to emphasize its innovativeness for the market, to designate belonging to the premium segment and to make creatives easy to understand for motorists at high speed. This is how the metaphor of unearthly technology was born, which formed the basis of the visual style.