World Cup Brazil Continental tires

Role: Creative Concept and Art Director, Agency: Groupe Rai-Brazil. 3D Roberto Jun Nakashima.

OBJECTIVE: The challenge is to create a communication that connects the sponsoring brand to the country of the World Cup and, at the same time, explore the idea that the Continental Tyres unite Brazil, it’s cities and it’s people.

CONTEXT: Brazilian media use to say that the World Cup will be in a continental country, because of the size of Brazil. Taking into consideration that Continental is also the name of the brand's client.

IDEIA: Continental was the proud sponsor of the Brazil 2014 FIFA World Cup. Paying homage to all host cities, we featured an image of a tire tread forming rubber-cities by rounding up brands, stadiums, city landmarks, and events, driven and created with great details.