Bridgestone Tyres: "Tire Safety Wall" Print Ad by Impact/bbdo Dubai

Category: Best Use of Ambient Media: Large Scale
Advertiser: BRIDGESTONE
Product/Service: TYRES
Agency: IMPACT BBDO
Date of First Appearance: Feb 1 2011
Entrant Company: IMPACT BBDO, Dubai, UNITED ARAB EMIRATES
Executive Creative Director: Fouad Abdel Malak (Impact BBDO)
Creative Director: Amit Kapoor (Impact BBDO)
Associate Creative Director: Dinesh Tharippa (Impact BBDO)
Stock Images/Retouchers: Procolor
Account Director: Omar Sadek (Impact BBDO)
Media placement: Outdoor - Ambient - Accident Prone Areas On Roads - February 2011

Insights, Strategy & the Idea
Traffic accidents claim over 700 lives in Lebanon every year, and over 10,000 related injuries - one of the worst records in the Middle East. BRIDGESTONE wanted to raise awareness for road safety and its tyres. But how do you get the attention of people who don't even pay attention to the road regulations? We came up with an idea that revolved around tyres - a tyre safety barrier. It would not only make people more aware about driving safely but also about BRIDGESTONE.

Creative Execution
Using hundreds of BRIDGESTONE tyres, we created the region's first tyre safety barrier for the roads. Conforming to the tire wall designs made by the Motor Racing Authorities, we placed these used tyres at one of the most accident-prone areas. With the help of Greater Lebanon Municipal, we turned one of the most dangerous corners into a safe zone.

Results and Effectiveness
In just a few weeks, the road and traffic authorities have approached BRIDGESTONE to expand the safety program nation-wide. Accidents are down 64% in comparison to last year's figures for the same period. Extensive media coverage of the unique event has helped improve awareness. But more importantly, people are slowing down on the highway - even if it's just to see and read the message. Proof that BRIDGESTONE tyres do make roads safer.