TBWA\Paris Puts the Weather in Your Hands with Michelin's CrossClimate Experience
Everybody knows that weather can be erratic. A tiny variation in temperature or atmospheric pressure can drastically change road conditions. Turning even an everyday commute into a stressful driving challenge where the simplest driving manoeuvres are complicated. Unexpected rain, snow, sun… these are some of driver’s greatest worries.
Now the game is changing. Michelin can’t predict the weather, but now it gives people the keys to face unexpected road conditions whatever the sky throws at them.
Today Michelin has successfully fused summer and winter technologies together in one single tyre to keep people safe in every weather condition: the innovative new MICHELIN CrossClimate tyre.
Defy the unexpected and see for yourself. Enter an immersive 3-D world: grab the sky to change the weather and test the new MICHELIN CrossClimate tyres across all conditions. Give the experience a try here.
Working with professional meteorologists to model the approach of weather fronts, Michelin created an innovative webGL experience in which people can interact with a real-time weather layer to modify weather conditions in a stunning rendered urban landscape.
Compare the tyre’s performances to that of other types of tyres while accomplishing everyday missions in changing weather conditions.
Combining a completely new visual treatment with the latest technical developments, the MICHELIN CrossClimate Experience delivers a jaw-opening experience that is intuitive, playful & immersive with high level of details & dynamics.
The campaign was created by TBWA\Paris & DAN Paris in collaboration with the creative digital production studio MediaMonks.
Copywriter: Chris Oldcorn
Creative Agency: TBWA\Paris & DAN Paris
Creative Director: Philippe Simonet, Benjamin Laugel, Nathalie Huni, Katrine Jo Madsen
Digital Production Company
App/Digital Production: MediaMonks & Blast Radius
Producer: Julien Dassonval, Souleymane Sangaré
Music and Sound
Audio Post Production: MediaMonks
Post Production / VFX
Post Production House: MediaMonks
Category: Automotive , Services