When COVID-19 hit, we helped communities honour the driving heroes that were challenging the road out of necessity.
TL;DR We wanted to honour the drivers who were still challenging the road but out of frontline-necessity — so we let the country nominate the new "road warriors" who deserved to have their wheels taken care of.
Yokohama Tire has always been there to help road warriors make the most of their driving experiences — drivers who appreciated driving as a hobby instead of a chore.
But we saw an interesting tension when we realized that the definition of a "road warrior" was changing during the COVID-19 pandemic — these new warriors weren't challenging the pavement because of their lust for adventure, but their dedication to keep COVID-relief efforts and essential services going. We saw a chance to recognize them, and help them out.
The idea was asking the community to nominate those essential workers who were forced to go the extra mile every day, and could benefit from a new pair of premium tires to support their journeys (the least we could do). In the process, reinforcing Yokohama Tire's commitment to the community.
Role: Brand Strategist (Research/Insights Development, Creative Briefing)