Cannes Lions

TYRES

\AUDITOIRE, Paris / MICHELIN / 2008

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

OVERVIEW

Execution

Create a world pioneer initiative : new form of communication, a carbon free event, settings never used for videos:Green Meters : featuring the world­ famous Michelin Man, the meters will be projected at 7 p .m. local time on the façade of the Park Inn Hotel in Berlin; on the NASDAQ and Reuters boards in Times Square, New York City; in the Port de S ffren at the foot of the Eiffel Tower in Paris; and on the City Group Mansion tower, across from the Bund, in Shanghai.Media Mix :- A web site Internet www.michelin-green-meter.com translated in three languages : english, french and chinese.- A geant display in Paris during 1 month.- Édition : 2300 teasing - 2400 invitations - 1500 press kits.- RP : 4 Press Conferences : 400 journalists in each countries.

Outcome

A territory that Michelin was the only one to present.

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