background & objective
This was a promotion campaign for Michelin tires in China. Tires are known for safety, but we wanted consumers to understand that Michelin will bring more comfort and enjoyable experience to them when they drive the car on long journeys.
We created an online campaign "Drive far, enjoy more." The campaign encouraged participants to drive far. Through an
engaging 3d map, participants are encouraged to upload images from their drive and recommend routes to the community.
The community can explore different routes and the images that participants submitted as an inspiration to create their own driving route.