Craig Geller – CD/Copywriter

Craig Geller – CD/Copywriter


Step 1. Michelin desperately needed to move away from RTB-based messaging and strengthen its emotional connection with the consumer, and what could be more emotional than the happiest moment in a teenager’s life? The day they get their first car.

Step 2. Flip it around and show the same bittersweet moment from the parents' POV through a TVC for the brand campaign.

Step 3: Thank social media users for sharing their #FirstCarMoment with us (almost 3,000 pieces of UGC).

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