Warrior Tires

In 1934 a new tire brand appeared in China. It has more than 80 years of service. The only problem is no one knows who they are in North America. How do you introduce a tire manufacturer into a market that is already dominated by worthy opponents?

How about a branding awareness campaign? The solve is introducing it as a super hero into the world of tires. The concept is that these tires make the driver a road warrior. The tag line Conquer the road.