“On the road and beyond!” Michelin’s new campaign reiterates the brand’s innovative strength

After the "Motion for Life" global advertising campaign, Michelin is now highlighting its innovative brand DNA with the "On the Road and Beyond!" journey. This phase of the campaign emphasizes Michelin's expertise in the science of materials and their assembly, showcasing new applications such as driverless vehicles and wing-sails for merchant marine vessels. The campaign features a "black-outlined white code" as a tribute to the Michelin Man and aims to showcase the company's innovations.

The new brand film was created by the BETC advertising agency and directed by filmmaker Henry Scholfield. It uses highly cinematographic shots and 3D tech touches to bring Michelin's innovative spirit to life.

The multi-platform campaign will launch in France on May 13, 2024, and will be rolled out in nine other countries worldwide, including Spain, Italy, China, Thailand, Malaysia, Vietnam, the US, Canada, and Brazil.

Adeline Challon-Kemoun, a member of the Michelin Group's Executive Committee and Head of Corporate Engagement, Brands, and Lifestyle Activities, stated that the campaign reveals Michelin's innovative strength and its commitment to offering high-tech, innovative, and environmentally-friendly products.

Rémi Babinet, Founding Chairman of BETC, expressed excitement about "inventing a new dominion" for the universal brand of Michelin, especially at a time when the brand is influential and future-oriented.

Brand: Michelin
Brand Managers: Jean-François Laforge, Laure Perramond, Emmanuelle Gaillochet
Ad Agency: BETC Paris
Agency Managers: Guillaume Espinet, Marion Gondeau, Alice Takagi, Guewel Essioux, Julie Litos
Chief Creative Officer: Remi Babinet
Executive Creative Director: Jerome Galinha
Art Director: Rayhaan Khodabux
Copywriter: Antoine Gauquelin
Assistant Art Director: Corinne Chamoun
Strategic Planner: Mattia Bellomo
Creative Resources Coordinator: Celia Chiarotto Dafi
TV Producer: David Green
Production Company: David Green
Director: Henry Scholfield
DOP: Rob Hardy
Producer: Olivier Dubocage
Post Production: The Mill