Category: Automotive
Media: Film
Brand: Yokohama
Agency: Cheil
Geo: Canada
Advertising Agency: Cheil, Canada, Toronto
Director / Producer: Jordan Foster
Art Director: Adam Tuck
Copywriter: Darren Marranca
CD: Michael Murray
Published: November 2017
Yokohama Tire goes beyond the road to illustrate tire performance
Brampton,Ontario (March 30, 2017) Yokohama Tire (Canada) Inc. is celebrating the company’s 100th anniversary with not just one special model but three meant to demonstrate how Yokohama performance can enhance even non-tire items such as a surfboard, saddle and racing shoes.
Three craftsmen, designated Tire Tailors, will incorporate Yokohama tire treads into their respective non-tire products, creating innovative designs and enhancing performance on their traditional creations. Visitors to Yokohama Tire (Canada) dealers will be able to see the artisans’ impressive handiworks this summer.
“We are excited to showcase the quality of Yokohama products in a manner unrelated to traditional tire performance,” says Diana Colosimo, Brand Development Manager for Yokohama Tire (Canada) Inc. “The Tire Tailors will craft the products in a manner to which they are accustomed, relying on the performance, reliability and qualities of our tires to enhance the performance of their creations.”
The racing shoe is the closest tie to automotive performance. Toronto’s Peter Feeney makes shoes that are not easily mass-produced, taking 40 hours of labour to precisely create an exquisite pair of quality shoes. Yokohama ADVAN tire treads are used to create a smooth surface with which a driver can seamlessly slip from pedal to pedal during heel/toe braking.
Tom Millar from Ausmosis Surfboards creates custom surfboards and stand up paddle boards. Taking 2-3 weeks to create a board to users’ needs, the company was an ideal candidate to use Yokohama W Drive tires, which are specifically built to maintain grip in cold, wet conditions, to allow a surfer to not only grip a board better, but also ride
Yokohama Geolandar A/T GO15s were the ideal choice with which to craft a rodeo rider’s saddle because the tire’s purpose is to provide enhanced performance, combined with durability and extensive grip allowing the rider to stay atop his steed longer. The saddle was made by Finchams Harness’ Brian Sinnott.
Advertising agency Cheil Canada will create a campaign to showcase the thought behind, development and creation of, and use of the various products. The series highlights how the characteristics of the various tires match with the performance requirements of the three products, then show the craftsmen applying materials in their creations, and then the user benefitting from the improved performance of the product.
“Innovation is in Yokohama’s DNA,” says Michael Murray, Creative Director at Cheil Canada. “We felt that creating the #Tiretailors platform was a natural way to celebrate the company’s 100-year anniversary and show how the product characteristics impact not just driving but other facets of people’s recreational pursuits.”