Client: Goodyear
A Man For All Seasons campaign
Goodyear wanted to raise awareness of their All Seasons tyre, amongst their audience of tech-loving, premium-car driving motorists. Creating a shareable story of the brands innovation and exploration around making things useful for all seasons, felt like a relatable concept to this key brand message on the road.
Enter Dominic Wilcox. Dominic is a designer and inventor. He is famous for his playful creations and out-there designs that solve everyday problems. His sketches have been beautifully bundled in his book Variations On Normal.
Social listening
Our idea? To ask Dominic to take those everyday ‘one season’ objects that are crammed into our attics, basements and sheds for most of the year and re-invent them as ‘all seasons’ things. Using his social influencer status to share these designs on his (and Goodyear’s), social media channels.
We used social media to survey audiences across Europe, asking them for the list of things that clog up their lives. We got beach balls, skis, and sledges. Desk fans and convertibles.
Dominic’s eureka moments
Thirty mad designs later, one for each the thirty years of Goodyear’s All Seasons tyre, we had our sketches, which we GIF-ed and posted on social. And we even had three of those designs manufactured (in Dominic’s workshop, with him talking us through the thinking.)
Adding the survey results from the start of the campaign, we had our series of news stories and visual content about the European clutter-mountain of one-season stuff for digital PR outreach.
Integrated campaigns can contribute to brand building goals
IF YOU’RE INTERESTED IN WORKING WITH US ON YOUR OWN PROJECT, GET IN TOUCH: HELLO@WEAREBOTTLE.COM