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Integrated
Bridgestone: Safety Barriers
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The life of the journalists, photographic reporters, and cameramen who work on the sidelines of soccer fields is not easy by any stretch. Besides the concentration and physical fitness needed in order to capture the best angles of the game, they have to be extremely agile to avoid being hit by a ball or run over by a player. And that is Bridgestone Barrier's main purpose: to protect these professionals and their equipment from the occasional accident. This innovative initiative, the brainchild of VMLY&R, is the first in a series of actions that Bridgestone, the world's largest tire manufacturer, will undertake throughout the year to activate the sponsorship of CONMEBOL Libertadores 2019 Tournament. Bridgestone, which has just renewed the sponsorship of Latin America’s most important soccer tournament until 2022 and has extended their partnership to the South American CONMEBOL championship, continues its strategy of investing in innovations that bring closer together customers and their passions, such as soccer. For the first time ever, a static, conventional billboard will become a tire barrier. The brand’s marketing action will be seen in the field today, during the game between Flamengo and Bolivia’s San Jose at Maracana stadium, in Rio de Janeiro.
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