Bridgestone Australia: Bridgestone Hands Poster

People don’t tend to care about tyres. Most of us think that they’re all pretty much the same; round, black and made of rubber. We needed a print communication that would challenge that assumption and make consumers actually care about the quality of the tyres they put on their car. The key to developing this communication lay in a little known technical fact: there’s only one handprint of tread connecting each of your tyres to the road. To bring this surprising fact to life and give our audience the proper perspective, we developed a simple but compelling print execution. A single ‘handprint’ of tyre tread was printed boldly in the centre of a large format poster, with a headline that read “Your life is riding on this”. The visual take­out is immediate and arresting. The single handprint in such a large space served as a visual metaphor for how precariously we are connected to the road. When you literally ‘see’ the handprint of tread that connects you to the road, suddenly the smallest differences in tyre quality start to matter a whole lot more.