Brand awareness: How one drives is a reflection of who they are. Like the palm of their hand, their tires reveal how they live—their comings and goings in the neighborhood, their journeys near and far, their escape to what lies beyond the road.
Idea: Continental puts drivers at the heart of everything the company does. The campaign portrays the lives of various types of drivers in the region, encouraging people to share their driving stories. On a campaign site: http://treadsoflife.me
