Bridgestone’s Chamois Story

There is nothing too special about a chamois leather cloth: A type of porous leather that is favored for its gentle, non-abrasive composition and absorption properties. Car and motorcycle owners have chamois cloth in their inventory as automotive drying material that is safe on acrylic, lacquer, enamel, and polyurethane paints and clear-coats. For this reason, Bridgestone deemed the chamois leather a suitable free gift in exchange with the purchase of two Bridgestone tires.

For this, Bridgestone hired li9ht Brand Communications to develop concepts for magazine and newspaper print ads and store banners that advertised the sales promotional program. We explored several car owners in Jakarta to find out what they used a chamois leather cloth for, and whether the cloth is worth to get for two not-cheap Bridgestone-branded tires. Well, what do you know, other than to wipe dew or water off their car body, a chamois leather is also used to clean up the dirt that sticks to car windows! These facts became the creative rationale of the above designs.

CLIENT: PT Bridgestone Tire Indonesia

PROJECT: Print Ad and Store Banner for Sales Promotion Program

CREATIVE DIRECTOR: Anto Dwiastoro

COPYWRITER: Anto Dwiastoro