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Make Pirelli a stronger brand by taking a stand in topics that

go beyond the product and the technology behind the tires.

District 14 American Advertising Awards


People today associate friction with 

hardship and something to avoid.


Since tires are based upon friction. Connect the brand with historical demonstrations that were based upon friction and moved humanity forward. By doing so, the 

product is put in a bigger perspective in the sense of urging to keep pushing forward  

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