Bridgestone Asia Pacific, India, China (BSAPIC), in collaboration with distillery, has launched an innovative campaign aiming to push the boundaries of creativity and technology by harnessing the power of AI. Distillery’s Singapore office has partnered with BSAPIC to craft a campaign that seamlessly merges the realms of driving and art, with the goal of showcasing the brand’s premium ultra-performance tires.
BSAPIC’s objective is to solidify its position as the foremost premium and high-performance tire brand in Asia Pacific while establishing Bridgestone as a sustainable premium brand. Distillery commissioned tailored research on the high-performance tire customer, revealing art and design as pivotal passion points and influencers of brand affinity. However, the creative challenge lies in visualizing the intricacies of high-performance tires and forging meaningful connections with consumers.
“Drivers understand the sensory & performance meaning of speed, control, precision and grip,” said Lennard Kwek, Director, Brand Marketing & Communications, BSAPIC, These are the critical tyre benefits for high performance vehicles. But we are curious. What do they like? What interesting outcomes can we generate from transforming something that we feel to something we can see?”
BSAPIC and distillery joined forces with a diverse array of artists, creative technologists, precision drivers, and motorsport enthusiasts to reimagine the conventional tire. Leveraging spatial and speed data captured by AI-enhanced sensors installed on a high-performance sports car during intense driving scenarios, the team crafted four captivating art pieces in static and motion forms. These artworks vividly illustrate the tire’s performance attributes for speed, grip, control, and precision.
The outcome is Bridgestone’s inaugural collection of distinctive AI artworks, each meticulously crafted to reflect the brand’s values and encapsulate the spirit of driving enthusiasts.
Guilet Libby, distillery Creative Director, APAC, said, “At distillery, we are committed to pushing the boundaries of creativity and innovation. Our collaboration with Bridgestone exemplifies our dedication to delivering impactful campaigns that resonate with audiences and drive results.”
“Steve Wheen, Global CEO, distillery, emphasises that at distillery, we prioritise tangible outcomes over mere marketing noise. We leverage creativity to achieve measurable results for our clients. The Bridgestone campaign stands as a prime illustration of how we generate value for our clients.”
