Continental – Grip Line

This idea was born from Continental’s need to give relevance to the 2019 sponsorship of Giro d’Italia. As road safety is the main brand value, they decided to make something that could really improve the safety of all cyclists, not only the athletes during the competition. Starting from the observation of how road markings become slippery and dangerous in case of rain or dampness they created GRIP LINE, the first paint with added rubber microgranules that increases the anti-skid factor of road markings up to 35%. This idea not only increases road safety but also offers a potential solution for recycling end-of-life tyres that are turned into microgranules and mixed with the paint.

Tags:
Cannes Lions, Continental Grip Line, FCB Milan, Cyclists, Grip Line, Giro d’Italia, Road safety campaign