Client: Michelin X-ice
Advertising Agency: CRI, Montreal, Canada
Assistant Creative Director: Mounir Fadlou
Copywriter: Kerry Fleming
Account Manage: Chloé Boulanger
Senior Team Lead: Christine Blondeau
Film Director: Cristina Martins
Director Of Photography: Mathieu Elie
Production Company: Kazak Images | Content
Associate Producer: Benoît Hogue
Executive Producer: François Forgues
Editor: Paul Jutras
Postproduction: Post-Moderne
Colorisation: Telescope
Original Music: Sixième Son
3d: Mels
Country: Canada
Published: September 2020
Synopsis:
You put a lot of care and effort into the tires you choose - it’s just one of the many ways you care for and protect your family. But your efforts often go unnoticed. Michelin wants to change that. So, this campaign is an ode to you, the dads and moms of the world who go the extra mile to ensure their families are safe and comfortable, winter after winter. Your loved ones might not notice the many ways you show you care… but we do.