Tyre Swing
Bridgestone / Firestone
Issue 1 | July 2008
Agency
TEQUILA Auckland
Creative Team
Michael Goldthorpe - Writer;Mari Pettersson - Art Director;Kim Pick - Head of Copy;Wayne Pick - Creative Director
Production Team
Sheriden Derby - Production Manager; Richard Faulkner - Production Assistant
Other Credits
Angela Griffen - PR Director
Date
March 2006
Background
Bridgestone is the only tyre manufacturer to produce its tyres in New Zealand. They wanted to herald the production of their 35 millionth tyre and talk about the success of the factory and its commitment to New Zealand.
Idea
Rather than focusing on the massive contribution to industry and employment that this milestone signalled, TEQUILA\ Auckland instead decided to highlight the special place that tyres have in New Zealanders' memories and lives. Pretty much everyone in New Zealand has a fond recollection of swinging on a tyre swing, strung up in a field, or from the limb of a beachside pohutakawa tree - at some point in their lives. It is iconic Kiwiana.
To announce that the Firestone factory in New Zealand had manufactured its 35 millionth tyre, they sent out a ‘limited edition’ tyre swing (unlike any of the 35 million others) to 40 editors, radio DJs and other media types who generally have plenty of other things to talk about than the success of Firestone and their 35 million tyres.
Results
The tyre swing struck the desired chord with New Zealand’s key media commentators, who were stimulated to add their own nostalgic anecdotes to the story and talk about it throughout the country on the radio, online and in the papers. Recipients loved it and fed back with comments like this one:
‘Just received the Firestone tyre swing. Bloody good one mate. Just wanted to compliment you and Firestone on such great work!’ Editor, Top Gear
Target Audience
Editors, Radio DJs and other media types
Size Around 40