Description
In a market saturated with generic holiday greetings, BFGoodrich set out to bridge the gap between Western industrial performance and Eastern philosophical depth. We went beyond simply "celebrating" the Year of the Snake, proving that our product DNA embodies the same values as the Chinese zodiac: resilience and adaptability.
To bring this to life, we “bred” a snake from the literal footprints we leave on the earth. Rather than merely illustrating a snake, we engineered it from the high-performance tread of our tires—a piece of topographic art that fuses the heritage of Chinese ink-wash with the geometry of tire engineering. In 2025, this idea helped evolve BFGoodrich from a foreign utility into a true cultural participant, turning the most functional part of a vehicle into a symbol of unstoppable progress.
This professional campaign titled 'CNY - The Year of The Snake' was published in Indonesia in January, 2025. It was created for the brand: BFGoodrich, by ad agency: LUP. This Design, Digital, and Print media campaign is related to the Automotive and Personal Transportation industry and contains 1 media asset. It was submitted about 10 hours ago by Creative Director: Irfan Zayanto of Lup Jakarta.
Credits
Advertising Agency: Lup Jakarta
Executive Creative Director: Albert Chan
Creative Director: Irfan Zayanto
Creative Group Head: Fasshan Armia
Senior Art Director: Gabriel Pelupessy / Kevin June
Senior Graphic Designer: Anggun Rahmawati / Mevlevi Rumi
Copywriter: Darrel Girasto
