Case Study / April 4, 2018

Yokohama

Drive For More

A global brand campaign to activate Yokohama’s title partnership of Chelsea FC
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Input

With more than 100 years of history, Yokohama Tyres’ pursuit of continuous improvement shows no signs of slowing down. These are values that align with global partners and Premier League champions, Chelsea FC.

Insight

The road to professional football is unique to all players, but the required drive for success unites them all.

The Idea 

#DriveForMore – a global brand campaign for Yokohama Tyres, to be implemented across social media, LED, point of sale and advertising.

To launch the new positioning, Pitch created a cinematic digital video series exploring the metaphorical journey of five players from childhood to Chelsea, narrated by players themselves, as they drive to Stamford Bridge.

Implementation

Pitch storyboarded and scripted five original biopic films, with input from Chelsea players Eden Hazard, Alvaro Morata, Andreas Christensen, Gary Cahill and N’Golo Kante.

Across two shoot days, Pitch Productions filmed each player on location using a car mounted camera and handheld shots. We used sliders, low tripods and spotlights to create beauty shots of the Yokohama tyres. In post-production, we applied bespoke sound design to all films and further enhanced the visual by adding a stylistic grade. Supporting content included teasers and behind the scenes video.

Video distribution was coordinated across Chelsea FC global social media channels and a paid partnership with a global digital distribution partner.

Impact

To date more than 20 million video views have been achieved in 14 target countries

There have been more than 503k views of the episode posted to Eden Hazard’s personal Instagram account