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By The Drum Team, Editorial

January 31, 2011 | 2 min read

Yorkshire agency Digital Consortium has created an animated film for tyre giant Pirelli. Watch it here.

The Sowery Bridge agency was briefed to produce a short film that could run online and in Pirelli stockists comparing its premium tyres against budget versions.

Digital Consortium's response to the brief was to create an animated film - brought to life with the help of partner agency 3D State - starring Daisy the Friesian Cow.

As part of the campaign to promote premium tyres, Digital Consortium has also produced promotional pages online featuring the animation and more information about tyre safety.

And the agency is running a campaign for Pirelli on Twitter, offering followers the chance to win prizes including tyres, a Pirelli calendar and a track day.

Guy Utley, creative director at Digital Consortium, said: "Tyre safety is obviously a serious subject, and it was important that our approach to this campaign reflected this.

"The DVD combines the right balance of information - to enable viewers to make an informed choice - and humour to maximise their level of engagement with the brand. We also wanted to give Pirelli a brand awareness mechanic that would have wider relevance and provide flexibility and longevity.”

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