Yokohama Tire: Shaving Seconds
We got bored revheads excited again by helping them feel the feelings behind the metal and rubber.
TL;DR We wanted to remind a motorsports category that people, not the car, made performance happen. So we launched a video documentary campaign that told the story of an underdog racing team and their trials of perseverance to achieve speed. It helped increase YoY search behaviour by almost 200%.
Yokohama Tire wanted to find a new way to communicate its values of human craft through its annual sponsorship of the GT3 Cup racing series.
We discovered that today's racing fans had grown bored of the industry's predictable focus on car porn and lap stats. We saw an industry stuck on autopilot.
Fortunately, as a brand that was built around empowering driving through skill n' technique, Yokohama hated the idea of autopilot. So we decided to remind people just how important people are in bringing performance to life on the race track.
This inspired an integrated video campaign called “Shaving Seconds" — an ode to the job of any racing team personnel in working together to achieve speed, and an opportunity to let fans learn about the real life preparation and perseverance of an underdog racing team during the 2019 GT3 Cup.
Role: Strategist (Insight Development, Creative Briefing, Communications Planning)