Yokohama: I Am

Giving the impersonal a personality. And a voice. Literally.

Tires are a considered purchase that nobody considers. The decision usually happens under duress, and it gets made fast, in a category where loyalty is bought with deals and sponsorships.

Yokohama’s edge was its engineering and R&D. But none of the brand’s previous work had found a way to turn “technically true” into “emotionally true.” If a Yokohama tire could talk, what would it say?

"I Am" handed the mic to the tire. We used high-fidelity renderings to pull back the rubber and reveal what's actually inside: compound science, tread architecture, decades of innovation. The visual story was juxtaposed with a Dark Knight-esque narration describing how the unspoken hero of every errand and road trip saw itself.

The campaign ran nationally, backed by a microsite, out-of-home and social. It was the most aggressive brand push in Yokohama's history. And for the first time, the brand's engineering obsession took a form that people could feel.