For Goodyear, one of the largest tyre manufacturers in the world, we designed a spectacular two-day event series that lasted over five weeks. A way to promote a completely new brand campaign and the launch of new product - all in front of breathtaking scenery at one of Spain's most beautiful racetracks.
To communicate this appropriately, they invited guests to the Ascari race track, near Málaga in Spain, a perfect place to test the new Goodyear tyre in the high-performance segment. The goal? To consolidate Goodyear as a premium brand that remains a reliable partner for long-time Goodyear dealers, accompanying them into the future.
Our task was to translate the brand's mission of ‘Bringing the world of tyres into the real world’ into an exciting emotional concept that would lead to an unforgettable live event. Therefore, we created a journey that put dealers and the media central to the action. We designed a custom-fit setting where every detail had a communicative meaning: from a cosy but informative living space, to a grand opening ceremony, true-to-life pit stops with tyres of the future, as well as complementary workshops and the highlight of the show behind a secret door.