Although the original ask was to support the product launch of the BFGoodrich KM3 tire, it was quickly realized that What Are You Building For? was a universal brand truth that soon was elevated to encompass their entire brand campaign, not just the KM3 launch.
We flipped the model by pulling the core of the community in as talent and producers for the campaign capture. We went to their turf, used their trucks and photographed their garages. In just two weeks our nimble crew captured thousands of images and hours of video footage in four unique environments to show the performance of the tires in mud, rock, and sand. Throughout our process, we included the advocates by enlisting their help to review the creative work to ensure everything was on point. The result was a years’ worth of content including print, retail, social, web and more.
The resulting work reflected BFGoodrich’s request to develop a creative messaging platform that would resonate with a global audience. The message focused on the emotional connection builders and drivers have to their vehicles and invited them to dream big and ask themselves, What Are You Building For?