bfgoodrich tires global campaign

Brief: Craft a brand campaign that builds on previous storytelling, and attracts newcomers with a compelling answer to the question: why BFGoodrich?

Chapter Three

We kicked This work with an existing concept — YOUR NEXT — which is all about how the BFGoodrich audience lives with forward momentum, creating chapter after chapter of rich life experiences, while building space for others along the way.

Many Stakeholders, Two Pursuits, One Epic Capture

With a whole globe of regional partners to serve, all with different media needs, our job was to create a core story around two outdoor pursuits popular with the BFGoodrich audience. From this core story — which became a four-minute brand documentary — would come many, many possible configurations of both paid and organic video, print, digital, and social marketing efforts — each custom-planned for a region of the world.

Over the course of months, we zeroed in on the perfect pursuits, talent, vehicles, tires, shoot locations, scenarios, and shot lists. We landed on fly-fishing and whitewater kayaking in Patagonia, Argentina. Like any integrated campaign, each piece works on its own, but they all work together, too. Here's a taste of what we made.