The story of a Dunlop tire, from its birth in the factory to the fulfillment of its destiny on the legendary Le Mans track.
As a major sponsor of the 24h du Mans, one of the most prestigious race in motorsport, Dunlop wanted to use this opportunity to promote it's tire expertise & technology to a large public beyond the motorsport fan community.
The main challenge was was to find the right way to talk about tire technology and racing to a wide target from the mainstream audience with no interest at all for the event to the core fans and automotive aficionados.
So we proposed to do it by telling a story, an universal one in which all of us can relate to, because this story wasn't just about racing or tire industry, but about life and destiny.
To do that we personified the Dunlop product, the tire, and told the story of its life in an inspiring 1'30 digital film, immersing the viewer into the tire journey from its own perspective as it pass through the big moments of life, from its birth, under the protective eye of its maker to the day it faces its destiny on the legendary Le Mans track.
Agency & production : Norma I Director : Maxime Baudin I Copywriting : Kim Froissant I Producer : Jacques Zanoli
