Created for BFGoodrich Indonesia, the campaign turns the tread patterns of the brand’s tires into custom typography and uses them to share messages collected directly from its community. The result is a print campaign that connects the idea of moving forward on the road with moving forward in life.
 

 

 

 

 

 

 

 

Bold Typography Built From Tire Treads

Life is often described as a journey, and that idea sits at the centre of The Tire Quotes. The campaign draws a parallel between the challenges people face in everyday life and the ups and downs of a long road trip.

BFGoodrich focused on adults between the ages of 30 and 40, a period when ambitions can evolve and progress may not always feel straightforward. Instead of addressing those experiences with conventional motivational messaging, the brand found a way to express them through one of its most recognisable product features.

The tread patterns of the Advantage Touring T/A and g-Force Phenom T/A tires became the building blocks of a custom typeface. Letters and words were shaped from the tire designs, turning a functional product detail into a visual storytelling tool.

The execution feels closely connected to the brand. Even without a product shot, the tire remains present throughout the campaign, woven directly into every message.

Words From the Community

The campaign was not built around agency-written copy.

BFGoodrich invited people on Instagram and at brand events to answer a simple question: “What quote best describes your journey?” The responses reflected different experiences, personal goals, setbacks and moments of encouragement.

After reviewing the submissions, the brand selected and shared 20 quotes that became part of the campaign. The messages were then presented using the custom typography inspired by BFGoodrich tire treads.

This approach gave the work a more personal quality. Rather than speaking to the audience, the campaign allowed the audience to speak for itself.

Making the Product Part of the Message

Many automotive campaigns place the product beside the message. Here, the product became the message.

The typography itself was created from the tread patterns of BFGoodrich’s Advantage Touring T/A and g-Force Phenom T/A tires, allowing the brand to stay visible without relying on traditional product photography or sales-driven copy.

That decision helps the campaign stand apart. The creative idea could not easily be separated from the product because the product is embedded within every execution.

For BFGoodrich, which positions itself as “The Master of Indonesian Roads,” the concept also reinforces the role its tires play in everyday journeys. The campaign keeps the focus on people while ensuring the brand remains part of the conversation.

A Creative Way to Build Awareness

The Tire Quotes was developed to increase awareness of BFGoodrich’s on-road tire category in Indonesia. Rather than leading with specifications or performance claims, the campaign focuses on a more human insight: everyone needs encouragement from time to time.

By combining community participation with product-inspired design, BFGoodrich found a way to create awareness without feeling promotional. The messages carry emotional relevance, while the typography keeps the connection to the brand clear.

The campaign also demonstrates how existing product elements can be reinterpreted creatively. A tire tread, normally associated with traction and performance, becomes a medium for communication.

The Road Continues

The Tire Quotes works because the idea remains simple and closely tied to the product. The tire tread is visible in every execution, but the attention stays on the people behind the words.

For BFGoodrich, that balance helps position the brand as more than a manufacturer of tires. It becomes part of a broader conversation about progress, persistence and the long road that most journeys require.

Credits
Agency: Lup Jakarta

Executive Creative Director: Albert Chan
Business Director: Ahmad Syakbani
Creative Director: Irfan Zayanto
Account Director: Ika N. Wulan
Head of Digital: Demas Kevin
Account Manager: Annisa Amadea Islamey
Creative Group Head: Fashan Armia
Sr. Art Director: Gabriel Pelupessy, Kevinjune H.
Copywriter: Tika Siagian
Sr. Graphic Designer: Anggun Rahmawati, Mevlevi Rumi
Digital Strategist: Marsya Yasmina
Social Media Executive: Recht Wiloamin
Editor: Ahmad Rasyid

This campaign is about:
BFGoodrich, The Tire Quotes, BFGoodrich Indonesia, Creative Print Ads, Print Campaign, Typography Design, Custom Typography, Tire Tread Design, Automotive Advertising, Motivational Campaign, Brand Awareness Campaign, Visual Storytelling, Automotive Marketing.