Brand Activation & Experiential Marketing
Client: Michelin
Agency: The Pineapple Agency
Role: Strategist, Creative Director
We came up with the idea to give Daytona Bike Week attendees an experience unlike anything they were used to by creating an ‘oasis’ in a concrete jungle. We designed and fabricated a shipping container village in the vendor area at Daytona Bike Week for Michelin and BF Goodrich in under six months.
The idea was to create an engaging, self-guided experience for everyone. We saw over 10,000 visitors and exceeded the company’s tire sales goals by 150%. I designed and sourced decor for each shipping container decorated with over 100 years of Michelin vintage artifacts. Other activations included live music, a barber shop with free cuts and shaves, a leather keychain-making station, vehicle displays + POS, and an oasis bar with snacks and gelato. But the real highlight for most people was getting to meet and hug the Michelin Man, a true icon of mobility in North America and Europe!
