Bridgestone is shifting from traditional product performance efforts to showcase purpose-driven actions meant to improve the way people move, live, work and play.

The targeted, multichannel activation from Leo Burnett is themed “What Really Matters” and aligns with the values of the company’s global corporate sustainability plan. It breaks this week and runs through November. 

Besides video, the effort includes a podcast, internal Bridgestone communications, PR through industry trades and a relaunch of WhatReallyMatters.com that provides greater context for solutions vignettes featured in the work. The media plan is similar to where Bridgestone normally runs its advertising: linear/connected TV, digital media and social media.

The effort is more than a marketing campaign and goes beyond what the company makes and sells, says Bridgestone Americas CMO Sara Correa.

“This is a new behavioral platform that will emphasize what really matters to us as a company and those we serve,” Correa says. “In highlighting the collective actions we are already taking today across our company, we will demonstrate how we are making positive, long-term impacts on society for future generations.”

The platform will be initially introduced in the United States and then expanded to additional countries across the Americas region.

“This is an omnichannel platform at the same scale as many of our previous creative executions,” Correa tells Marketing Daily. “We continue to increase our focus in the digital and social spaces to target key audiences with specific, relevant messaging, but this is a true multichannel initiative that will carry our brand forward.”

Creative highlights various aspects of Bridgestone’s product and solutions portfolio, business operations, strategic investments, and innovation initiatives like tire retreading and natural rubber farming that advance sustainable tire operations and material circularity.

The spot also features non-vehicle products like high-grip rubber for gloves and handrims of wheelchair athletes, including six-time Paralympian Aaron Pike, to push performance and innovation in adaptive sports. 

“Our brand voice is following the natural evolution of our company,” Correa says. “This shift moves Bridgestone to deliver value through not only tires, but also digital services and mobility solutions that are all centered around sustainability. In making this transition, our voice evolves to more of a purpose-driven brand than one focused on pure performance, which allows us to showcase what we’re doing in all aspects of our company to live our values and make a positive impact on society and future generations.”

Bridgestone will continue to have product-focused creative that will showcase not only the technology that sets products and solutions apart, but also how that technology enables consumers to do the things that matter most to them. 

“An example of this is the DriveGuard Plus work that has already been visible throughout this year,” Correa says. "These pieces will continue to be targeted for specific platforms and audiences, while also staying aligned within the larger ‘What Really Matters’ voice.”