Singapore – Tire company Bridgestone Asia Pacific, India, China (BSAPIC), a group company of Bridgestone Corporation, has launched “Master the Art of Ultra Performance 1”, a regional marketing campaign that aims to creatively engage audiences by showcasing ultra driving performance as beautiful art forms.
In this campaign, BSAPIC collaborated with creative agency distillery’s Singapore office to seamlessly merges the worlds of driving and art, aimed at highlighting the brand’s premium ultra performance tyres.
To achieve this, the team harnessed spatial and speed data captured by AI-enhanced sensors installed on a high-performance sports car during intense driving scenarios to create four captivating art pieces in static and motion forms. These art pieces vividly depict the tire’s performance for speed, grip, control, and precision.
The result is Bridgestone’s first-ever collection of unique AI artworks, each meticulously designed to resonate with the brand’s values and capture the essence of driving enthusiasts.
Talking about the campaign, Lennard Kwek, director of brand marketing & communications at BSAPIC, said, “Drivers understand the sensory & performance meaning of speed, control, precision and grip. 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?”
Guilet Libby, distillery creative director, APAC, also stated, “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.”
Meanwhile, Steve Wheen, global CEO at distillery, emphasised, “At distillery, we prioritise tangible outcomes over mere marketing noise, leveraging creativity to achieve measurable results for our clients. The Bridgestone campaign stands as a prime illustration of how we generate value for our clients.”
The ad film will be broadcast across key digital media channels in Thailand, Indonesia, Vietnam, Malaysia, and Singapore, with additional markets to follow soon after.