TIRES. ARE. LIFE.
Lebanon had one of the highest road death rates in the Middle East. And one surprisingly simple contributor was staring drivers in the face. Or rather, sitting underneath them. Bald tires.
So Bridgestone used the thing it knew best to make a point about road safety. Encourage people to take their tires seriously and you could help make the roads safer. Selling a few more tires along the way wasn’t exactly a bad thing either.
The visual ran only in print and outdoor but quickly found a much larger audience online.
