Bald is Unstoppable
Continental Tyres
Overview
Continental Tyres, one of the world’s leading tyre safety pioneers, was on a mission to get Australians to pay attention to their tyre tread. So, to capture the nation’s attention (and hearts) we introduced the legendary ‘Bald Stars’.
Challenge
Driving on bald tyres is more dangerous than driving drunk. Despite causing thousands of accidents every year, one in three Australians still chose to drive on them.
Our challenge was to make tyre safety a top priority and get Australians to take action. But the category was saturated with serious, undifferentiated, and pretty bloody boring messages around the dangers of driving with bald tyres. These traditional longer-form tyre safety campaigns weren’t inspiring action.
Disruption®
We flipped the category on its bald head by partnering tyre safety with something Aussies truly cared about – AFL. We formed an all-star team of six of the biggest and baldest AFL players, turning their bald heads into symbols of tyre safety. We showed bald tyres were as unstoppable on the road, as these players are on the field.
