Bald is Unstoppable
Continental Tyres
Challenge
Driving on bald tyres is more dangerous than driving drunk. Despite causing thousands of accidents every year, one in three Australians still chose to drive on them. Continental Tyres – one of the world’s leading tyre safety pioneers, was a on a mission to get Australians to sit up and pay attention to their tread.
Convention
The category was saturated with serious, undifferentiated, and pretty bloody boring messages around the dangers of driving with bald tyres. These traditional longer-form tyre safety campaigns weren’t inspiring action.
Disruption®
Flip the category on its bald head. Partner tyre safety with something Aussies really cared about.
We turned to the nation’s favourite sport – the AFL. A sport where bald heads are synonymous with some of the most unstoppable players of all time.
Continental Tyres joined forces with six of the biggest and baldest AFL players to form an all-star team devoted to tyre safety. Introducing the legendary ‘Bald Stars’. Each player’s bald head became an ongoing tyre safety symbol showing that baldness is as unstoppable on the road, as it is on the field.
