Michelin Tires

How do you make Michelin tires pop in the crowded chaos of auto conventions and showrooms? That was our challenge—and our opportunity. We turned to the brand’s rich heritage and revived its legendary spokes-character, Bibendum, in a bold vintage-style poster campaign.

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Channeling the gritty, road-warrior spirit of the original “Bib,” we designed retro artwork that reimagined him as a tough, tire-wielding hero battling the road. The campaign brought instant visual impact and nostalgic charm, cutting through the clutter with a distinctive voice.

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Posters were featured in booths, integrated into sales materials, and extended across promotional programs and digital platforms—creating a unified, memorable presence that reconnected audiences with Michelin’s legacy of strength, durability, and innovation.