Goodyear Dunlop recently approached the advertising agency Anzinger | Wüschner | Rasp to come up with a branding initiative that would succinctly and compellingly convey the company's most appealing qualities: robustness, armor and strength. Its response was to adorn models in thick, undulating tires for a look that makes polyvinyl couture seem like an octogenarian's cardigan.
Normally, swaths of rubber wrapping their way around a half-nude model like a python around a branch isn't the first image that comes to mind when thinking about a tire company. Yet, this is what entices one to look at the ads. As such, the minds behind this original concept deserve credit.
In charge of costume design and post-production work was Carl Elkins. Hair and make up were styled courtesy of Susan Voss-Redfern. Last but not least, Mierswa-Kluska studio were responsible for the photography.
What's Driving This Trend
- Tire-couture Marketing
- There is potential for tire companies to disrupt traditional advertising by utilizing unexpected visual aesthetics like couture fashion.
- Polyvinyl Couture Trend
- Fashion brands could explore using tire materials in their designs, leveraging this conceptual trend to create one-of-a-kind pieces.
- Stylish Industrial Imagery
- Industrial and manufacturing companies can explore adding a stylish twist to traditionally mundane advertising and branding imagery.
Who This Affects Most
- Tire Manufacturing
- Tire companies have an opportunity to differentiate themselves and break through the clutter by exploring innovative advertising and branding strategies.
- Fashion
- The use of tire materials in fashion design can open up a new avenue for eco-friendly, sustainable fashion and material innovation.
- Industrial Manufacturing
- Adding a stylish twist to traditionally mundane industrial advertising and branding imagery can help companies differentiate themselves and attract new audiences.
