Michelin & bikes?

How a brand that always was concerned in safety cars driving could approach youngsters that are avoiding to have their own cars?

In that situation, we created 'BikeSphere' a PR action to engage youngsters with the brand. Young people are moving more and more by bicycle, and to set Michelin in their minds, we created a prototype able to detect when a car is going into the riders safety area, to let them more visibles. BikeSphere was a 'bomb of buzz', published in more than 180 countries, even North Korea, and avoid Michelin to started a conversation with youngsters.