Create a direct piece that overtakes the product to raise the speech above the map and its technical benefits. We're not talking about maps, but about the possibilities they offer.

In close collaboration with the artist Matthew Cusick, we offer a reinterpretation of our maps to raise the journey to the level of an art. Yes, maps are created so that you can look elsewhere.

The piece was distributed to retailers with the actual maps to give them a different perspective on the items they sell to encourage them to give Michelin more shelf space.

Relay the brand campaign to potential Michelin distributors, by giving it a new dimension. More practical and linked with the product.

Play on the format to create a playful item that stands out and generates a preference for the brand. What's more expressive than a map to talk about road maps?

Due to the launch date of the campaign, we have yet to receive precise results in terms of sales, but retailers have expressed interest and given more shelf space to Michelin maps as we are told by the sales team.