Michelin Integrated Campaign: Bringing Bibendum to Life
One of the first major accounts I had the privilege to work on was Michelin, where we set out to elevate an icon—Bibendum, better known as the Michelin Man. Our team created a groundbreaking campaign that merged cutting-edge CGI animation with a physical suit, allowing us to bring Bibendum to life in ways never seen before. This new approach allowed the Michelin Man to take center stage in a fully integrated campaign that captured the imagination of audiences.
Brand Campaign: Michelin Man as You’ve Never Seen Him
We developed a dynamic creative campaign that positioned the Michelin Man in a variety of unexpected roles. From launching into space as an astronaut to winning JD Power awards, and even hand-inspecting tires while searching for his lost dog, Bibendum was at the heart of it all. These fun and engaging storylines effectively demonstrated Michelin’s product features while adding personality to the brand.
The campaign had a massive reach, running across broadcast, print, digital, and live events, ensuring that the Michelin Man was front and center in consumers’ minds.
Immersive Events: Michelin Performance Series and PGA Sponsorship
A key element of the campaign was offering consumers an interactive, hands-on experience with Michelin products. I helped bring the Michelin Performance Series to life—a traveling exhibit housed in two massive 52-foot trailers. Visitors could engage with the brand in unique ways, including riding Segways equipped with Michelin tires, learning about Michelin’s partnerships with racing teams like Porsche, and exploring the brand’s tire technology.
Additionally, Michelin served as the title sponsor for the Michelin PGA Championship in Las Vegas. I played a key role in developing a fully branded interactive experience for event attendees. This included on-site activations, broadcast communications, and a strong brand presence throughout the tournament’s footprint.
Brian Phelps 