Yokohama Tyres

A global sponsorship activation

In 2018 Yokohama appointed and challenged us to use the visibility of their shirt sponsorship to increase brand affinity and sales through a strategic creative platform that would combine new brand messaging with engaging new content and collateral.

That year we devised #DriveForMore – a global brand campaign platform for Yokohama Tyres, to be implemented across social media, LED, point of sale and advertising in target markets.

To launch the new positioning, Pitch Productions created a cinematic digital video series exploring the metaphorical journey of five players from childhood to Chelsea, narrated by players themselves, as they drive to Stamford Bridge. 

In 2019 we produced a second season of this campaign with a new international content series translated into 12 different languages for target markets.

The campaign culminated in a global sales promotion incorporating consumer, VIP and PR events in 6 priority markets.