CITY SLICKERS:

CONTINENTAL TIRES

THE BRIEF:

There’s not much to choosing bike tires, lest you be a connoisseur. How do we get the idea of Continental tires to be forefront?

THE STRATEGY:

The city isn’t kind to cyclists, and often they have to account for obstacles and drivers in the way.

THE IDEA:

Demonstrate the level of control and grip a Continental cyclist has, with a series of wild postings that simulate an absurd swerve up a vertical wall.

For additional effect, the artificial tread mark can be continued across other posters and the hoarding itself.

The individual posters will mean nothing, it is only when they are all unified that the message becomes clear.