According to our client, people don’t check their tyres because they don’t think it’s important. It’s also work. And in the summer, they’re not going to get out of their car to check tyre pressure and treads.

Also, tackling a sensitive subject like road deaths in an Islamic country has to be done carefully. Our challenge was to address the issue in a tactful manner to a relevant audience whose response would result in business growth. Our primary target - the city’s leading commercial fleet managers (Belhasa Driving Institute, Dubai Taxi, Shift Leasing, etc.) who control over 10,000 vehicles.

Going beyond a poster, our solution was a simple piece of design. We made a powerful connection between tyres and tragedy, combining the universal symbol of mourning with the tyre itself. To inspire people to take a longer look at their tyres, we gave them tyres worth looking at.

After 3 weeks and many failed attempts, we painstakingly crafted floral wreath designs into old and worn tyres. And made the medium the message.

We sent it to fleet managers across Dubai who placed it in their lobbies. We also displayed it in our 6 service centre receptions.

For a small investment in reception areas, the results were pretty big. Fleet managers signed up for tyre inspections for a total of 3000 vehicles and counting. This is being done in phases, but Arabian Automobiles have already recorded a 9% rise in tyre sales and 5% rise in after sales revenue.

By looking at the problem from a different angle, we found a design solution that not only drove more vehicles into our client’s workshop, but also became a work of art.