Michelin Tires

NEW TARGET OLV

Objective: Drive awareness and safety for new parents

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I created a program for Michelin Tires that spoke directly to new parents during one of the most emotional and important moments of their lives—bringing a new baby home. Knowing that safety becomes an obsession for parents, especially when it comes to choosing the right car seat, we partnered with Graco to create an awareness-driven OLV that helped guide them through that decision. We opened their eyes to something often overlooked: the tires under their car. By highlighting Michelin’s advanced safety features alongside trusted car seat advice, we reminded parents that true protection goes beyond the seat—it starts with the road. The message struck a deep chord, leading to significant incremental sales and, more importantly, helping parents feel even more confident in every ride with their little one.