CHALLENGE

Use the Micheline Man’s 120^th birthday to create excitement around the brand and get people to engage with it, while establishing the brand’s promise – “safety”

Seed

Born in 1898, Bibendum ( also known as the Michelin Man) celebrated his 120^th birthday with many people around the world. Dimo Lanka – the sole distributor for Michelin tires in Sri Lanka – also wanted to join in the celebration.

Idea

“Thank you for tirelessly protecting us for 120 years”

Michelin Man took to the streets to celebrate his 120^th birthday with everyone he had been tirelessly protecting for 120 years!

Execution

Michelin Man interacted with people in shopping malls, streets, parks etc, all while celebrating his big day. These interactions were captured on video and amplified on social media platforms, which primarily included Facebook. Additional hype for Bibendum’s birthday celebrations was generated via Google Display Network Ads.