Let your head go bald, but not your tyres.
Continental Tyres has announced the launch of the Continental Tyres Bald Stars – a team of bald AFL players – with a mission to raise awareness of bald tyres.
The launch coincides with the brand’s second year as a major sponsor of the Toyota AFL Premiership season, for 2022 using an iconic team of bald players to showcase ‘bald is unstoppable’ – both on the field, and on the road.
Continental Tyres agency partners TBWA\Melbourne and Eleven created the campaign that uses humour to encourage road safety in a new and memorable way.
Aimed at both AFL fans and all those who drive a car, the exhibition team includes past AFL greats Barry Hall, Nathan Jones and Bachar Houli, as well as current players, Collingwood’s Steele Sidebottom and St Kilda’s Zak Jones and Paddy Ryder.
“Given the unique creative campaign, we can stand out in a sea of other AFL sponsors and reach new audiences in Australia that will assist us in driving our brand awareness locally, which is a key objective for our brand,” says Mitchel Golledge, Continental Tyres managing director.
To support the initiative, Continental Tyres has partnered with Youthsafe, a charity that educates young drivers on road safety.
The integrated campaign will be running across paid, owned and earned channels in the lead-up to the spike in Easter holiday road trips.
CREDITS:
Client: Continental Tyres Australia
Creative Agency: TBWA\Melbourne
PR Agency: Eleven
Production: TBWA\Melbourne
