On the road and beyond!

Agency: BETC Paris


4 years after its “Motion for life” global advertising campaign that celebrated movement by showcasing its wealth of products and services, Michelin is now reasserting its innovative brand DNA.

The “On the road and beyond!” journey spotlights this innovative strength with some shining examples of Michelin’s unique expertise. A journey that emphasizes the brand’s innovative strength

While the first phase of the campaign celebrated movement and showcased Michelin’s wealth of products and services, the second phase takes us further, to the heart of the Group’s unique expertise in the science of materials and their assembly.

It provides an insight into some new applications of this expertise, such as driverless vehicles, which, thanks to the incorporation of extremely high-tech materials in their wheels, will be capable of exploring the moon’s surface, or enormous wing-sails used for merchant marine vessels to help decarbonize maritime transport.

Unveiled at the launch of the “Motion for life” advertising campaign in 2020, the saga features the “black-outlined white code”, as a tribute to the Michelin Man and to whisk the public away on a journey to the heart of its innovations.

The new brand film was a creative challenge entrusted to the BETC advertising agency. The production uses a dramatic form, drawing on the talent of filmmaker Henry Scholfield, and bringing Michelin’s innovative spirit to life with a careful balance of highly cinematographic shots and 3D tech touches.

France-wide launch on May 13, followed by other countries during 2024

The new multi-platform, billboard and media campaign will be launched in France on May 13, 2024. It will be quickly rolled out in 9 other countries worldwide; in Europe with Spain, and Italy; in Asia with China, Thailand, Malaysia and Vietnam, as well as in the US, Canada and Brazil.

This professional campaign titled 'On the road and beyond!' was published in France in May, 2024. It was created for the brand: Michelin, by ad agency: BETC Paris. This Film medium campaign is related to the Automotive industry and contains 1 media asset. It was submitted 14 days ago.


Brand: Michelin
Brand Managers: Jean-François Laforge, Laure Perramond, Emmanuelle Gaillochet
Ad Agency: BETC Paris
Agency Managers: Guillaume Espinet, Marion Gondeau, Alice Takagi, Guewel Essioux, Julie Litos
Chief Creative Officer: Remi Babinet
Executive Creative Director: Jerome Galinha
Art Director: Rayhaan Khodabux
Copywriter: Antoine Gauquelin
Assistant Art Director: Corinne Chamoun
Strategic Planner: Mattia Bellomo
Creative Resources Coordinator: Celia Chiarotto Dafi
TV Producer: David Green
Production Company: David Green
Director: Henry Scholfield
DOP: Rob Hardy
Producer: Olivier Dubocage
Post Production: The Mill

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