The impetus of the campaign, titled ‘Keep Going No Matter What’, was to create brand affinity for Bridgestone MEA. Three different Bridgestone tyres are featured in the campaign; the Potenza, Turanza and Dueler: the Turanza (city tyre) and Dueler (4x4 off-roading tyre) are used in 2 films shot specially for the campaign.
The campaign launched in November on the following channels; OOH, programmatic, Facebook, Instagram, YouTube and rich media banners. The title “Keep Going No Matter What” originates from the DNA of the Bridgestone MEA brand, whose message describes the core of the brand. Serviceplan Group Middle East met a client brief, which aims to focus on the existing brand DNA in a way that relates to the customer. Serviceplan partnered with Dubai Fitness Challenge for its duration of 30 days as an activation supporting the campaign.
Both films were shot in Azerbaijan with the Prague office of the highly awarded Production house, Stink Films. Serviceplan Group Middle East worked with multiple-award winning director Douglas Bernardt, who shot the film mainly in camera, with green screen on location in Azerbaijan, and special effects created in post-production. This is the first campaign that newly appointed Executive Creative Director Akhilesh Bagri has worked on with Serviceplan Middle East.
Berna Akinci, Head of Marketing for Bridgestone MEA commented: “We are thrilled to reveal our first major campaign with Serviceplan Group Middle East, which constitutes a significant brand revitalization, and much needed strategic requirement for the brand in the UAE. We look forward to working with Serviceplan to further develop and build this campaign, which embodies the Bridgestone DNA of ‘Keep Going No Matter What’.”
CLIENT: BRIDGESTONE MEA
DIRECTOR: Douglas Bernardt
PRODUCTION: Stink Films, Prague
EXECUTIVE CREATIVE DIRECTOR: Akhilesh Bagri
ASSOCIATE CREATIVE DIRECTORS: Rolf Eggers, Victor Farias, Wayne Fernandes SENIOR COPYWRITER: Foram Divraniya
ART DIRECTOR: Leomerish Leyco, Artchie Belcena, Estefania Luque, Andy Bucoy SENIOR DIGITAL ACCOUNT MANAGER: Barry McGrath
SENIOR ACCOUNT MANAGER: Alba Arteaga
ACCOUNT EXECUTIVE: Laith Alemailat
HEAD OF STRATEGY: Frances Valerie Bonifacio
MANAGING DIRECTOR: Natalie Shardan
The Serviceplan Group is the largest and most diversified owner- and partner-managed agency group in Europe. Founded in 1970 as a traditional advertising agency, Serviceplan quickly developed its “House of Communication” concept, creating the only fully integrated agency model in Germany, combining all communication disciplines under one roof. Whether brand strategists, creative, design, media or on-line specialists, dialogue or CRM experts, market researchers, PR consultants or sales professionals, at Serviceplan, everyone works together to achieve a common goal. The Serviceplan Agency Group is represented in 35 countries worldwide with 24 agency locations plus additional local partnerships. The media agency Mediaplus, our digital agency Plan.Net and our market research institute Facit, rank as market leaders in their respective competitive environments. The precisely coordinated interaction of more than 40 specialist agencies focused on creativity, technology and media, makes Serviceplan the leading agency group for innovative communication.