Upgrading the Looks

PT Bridgestone Tire Indonesia wanted its TOMO (Toko Model—brandname for the company’s tire and accessories store chain) print advertising to have a new look. It was not ingenuously new in terms of visuals and copywriting; li9ht Brand Communications gave the print advertising instead an entirely new soul! On that basis, we came up with different alternatives that all represent the new soul.

Alternative #1—the main visual becomes the headline. It shows a compass with the needle formed by the typographic logos of Bridgestone’s tire brands—Dueler, Ecopia, Turanza and Potenza—pointing solely at the TOMO model. It represents the message to consumers that Bridgestone tire brands are only found at TOMO.

Alternative #2 visualizes the sketches of four different cars with question marks being in the place of where the tires should be instead. We intentionally used sketches so as not to identify the cars with specific brands. Again, the visual becomes the headline of this ad, with the bodycopy telling readers to find the answers to the question marks at TOMO, the store that provides all types of Bridgestone tires.

Alternative #3 is totally different from the other alternatives, with a traditional editorial layout, but has an entirely new look compared with previous TOMO print ads, dubbed as “old look” by our client. It was this one the got the client’s approval for the launch of the new look, while the other two were published subsequently in a row as reminders. The headline in Bahasa Indonesia says: "Choosing the Right Tire Starts From Choosing the Right Tire Shop."

CLIENT: PT Bridgestone Tire Indonesia

BRAND: Toko Model (TOMO)

PROJECT: Print Advertising

CREATIVE DIRECTOR: Anto Dwiastoro

COPYWRITER: Anto Dwiastoro