To get Australians to pay attention to the dangers of bald tyres, we turned to their most-watched sport, Australian Rules football. A sport where bald heads are synonymous with some of the most unstoppable players of all time.
We partnered with six of the biggest and baldest football players to form an all-star team known as the Continental Tyres Bald Stars – showing that baldness is as unstoppable on the road as it is on the field. Embraced by fans and non-fans alike, each player’s bald head became an ongoing tyre safety reminder for the nation to check that their tyres weren’t unstoppable.
We partnered with six of the biggest and baldest football players to form an all-star team known as the Continental Tyres Bald Stars – showing that baldness is as unstoppable on the road as it is on the field. Embraced by fans and non-fans alike, each player’s bald head became an ongoing tyre safety reminder for the nation to check that their tyres weren’t unstoppable.
My role: Group Creative Director.