World Cup Brazil Continental tires

Objective:
The challenge is to create a campaign that connects the sponsoring brand, Continental Tyres, to the World Cup host country, Brazil, while highlighting how Continental Tyres unite Brazil, its cities, and its people.

Context:
The Brazilian media often refer to Brazil as a continental country due to its vast size. This aligns perfectly with the client's brand name, Continental.

Idea:
As a proud sponsor of the 2014 FIFA World Cup in Brazil, Continental paid homage to all host cities. We crafted a compelling image of a tire tread forming "rubber-cities," integrating iconic brands, stadiums, city landmarks, and events, all brought together with meticulous detail. This visual representation effectively showcased how Continental Tyres connect the diverse regions of Brazil, celebrating the unity and spirit of the World Cup.

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