Deliverables

Ambient advertising | Dunlop Tyres | Motoring

The Brief

Dunlop needed to communicate one of its core product truths: that its tyres grip in wet conditions. The challenge was to do this in a way that break through the clutter, went beyond a standard print or TV claim and actually demonstrated the product benefit rather than simply stating it.

The Execution

A drinks coaster, shaped and printed to look exactly like a Dunlop tyre viewed from above, complete with tread detail, yellow sidewall and the line Grips in the Wet. The coaster was coated with a material that caused a condensation-wet glass to stick to it when lifted, replicating the exact grip behaviour of the tyre in wet conditions.

The product demo happened in the drinker's hand, at a bar, without a single screen or page. The medium was the message. Distributed as an ambient piece in bars and restaurants, every person who picked up their drink and felt that grip got the point instantly.

The Outcome

The piece was recognised as an award-winning ambient campaign, locally and internationally, praised for the elegance of the idea and the precision of the execution. A rare example of a product truth being demonstrated rather than advertised.