ATTURO TIRE PRINT CAMPAIGN
FINAL 3 PRINT ADS
Two directions chosen by client (illustration + big, block headline treatment / copy) to merge into the final campaign style
The 10 initial concepts presented to the Atturo Marketing Team
ATTURO TIRE BACKGROUND
When aftermarket tire manufacturer Atturo broke onto the scene in 2009 as the anti-corporate tire alternative for the light truck, SUV and crossover audience, they knew making headway in a crowded market could be challenging. To grow as an unknown challenger brand, they would need to differentiate themselves, compete on more than price, and establish themselves as a brand for people who value performance.
Plan B led an off-the-beaten-path creative journey to explore positioning possibilities…with the goal of helping Atturo stand apart in a marketplace marked by mediocrity and sameness. Our initial presentation yielded 10 campaign-able directions, each uniquely bold and reflective of the cultural sensibilities of the consumer audience. Atturo had difficulty narrowing the set, but ultimately arrived at the category-bucking creative you see here. We’re now busily extending this look, tone, and feel to sales collateral, social media, dealer/distributor communications, event marketing and more.