- Bridgestone utilises Potenza tyres to create four bespoke artwork pieces in the "Master the Art of Ultra Performance" series.
- The campaign, co-created by artists, technologists, precision drivers and motorsport enthusiasts, reimagines traditional tyre performance in beautiful digital art forms.
- The campaign celebrates Bridgestone's legacy of motorsport and performance as well as the Bridgestone E8 Commitment.
ADELAIDE (24 April, 2024) – Bridgestone is showcasing the beauty of performance with the launch of a passion fuelled, innovative "Master the Art of Ultra Performance*1" artwork series, using technology and artificial intelligence in its formation. The concept, executed by Bridgestone Asia Pacific, India, China (BSAPIC), aims to engage audiences through creatively showcasing driving performance characteristics as striking and beautiful artworks.
The question at the heart of this initiative is bold: can a tyre create art? With this in mind, BSAPIC collaborated with a diverse group of artists, creative technologists, precision drivers and motorsport enthusiasts to reimagine the traditional tyre. The team harnessed spatial and speed data captured by AI-enhanced sensors installed on a sports car during intense driving scenarios to create four captivating art pieces in static and motion forms. These art pieces vividly depict the tyre's performance for speed, grip, control, and precision.
"What is fast is indeed beautiful," said Lennard Kwek, Director, Brand Marketing & Communications, BSAPIC. "Just as motorsports have captivated fans with the visual excitement of races, we wanted to convey our tyres' mastery of these thrilling performances through artistic expressions."
As well as the composition of four bespoke artworks, the concept saw the creation of a passion-fuelled and through provoking video content that has been launched across the BSCAPIC region, including in the Australian and New Zealand markets. The exhilarating campaign can be seen here: Master the Art of ULTRA PERFORMANCE
Bridgestone's Commitment to Performance
This regional marketing campaign is a celebration of Bridgestone's deep passion for motorsports and performance. Bridgestone Corporation supplies a number of international motorsport events including Japan's SUPER GT series, the NTT INDYCAR® SERIES through the Firestone brand, and numerous grass roots categories throughout the world. Globally, Bridgestone is also championing sustainable motorsport initiatives, exemplified by its sponsorship of the Bridgestone FIA ecoRally Cup and Bridgestone World Solar Challenge, which promotes energy efficiency with zero-emissions vehicles. These efforts underscore Bridgestone's commitment to advancing mobility solutions while promoting environmental sustainability in motorsport.
The content also celebrates Bridgestone's specially designed Potenza performance range, showcasing the capabilities and strengths of Bridgestone's products: high speed stability, precision, grip and control.
Through its sustainable worldwide motorsport activities and enthusiast product ranges like Potenza, Bridgestone hopes to inspire, engage and excite motorists, inline with the "Emotion" value of the Bridgestone E8 Commitment*2, which sets out to "inspire excitement and spread joy to the world of mobility."
- The term "Ultra Performance" in this press release refers to the synergy achieved when high-performance tyres are maximally utilized on high-performance vehicles, rather than specifically indicating the performance of any particular product manufactured by Bridgestone.
- The Bridgestone Group established its corporate commitment, the "Bridgestone E8 Commitment," to help it realize its vision: "Toward 2050, Bridgestone continues to provide social value and customer value as a sustainable solutions company." This commitment will serve as the Group's axis to drive management while earning the trust of future generations. The "Bridgestone E8 Commitment" consists of eight Bridgestone-like values starting with the letter "E" (Energy, Ecology, Efficiency, Extension, Economy, Emotion, Ease, and Empowerment) that the Group will commit to creating through Bridgestone-like purposes and processes, together with employees, society, partners, and customers to help realize a sustainable society.
# # #
About Bridgestone Australia & New Zealand:
Bridgestone Australia & New Zealand, a group company of Bridgestone Corporatoin, offers a range of services and solutions to all segments of the Australian market to deliver social value and customer value. Bridgestone's extensive range of quality tyres is complemented by the provision of mechanical and fleet services through the company's nationwide retail network of Bridgestone Select, Bridgestone Service Centres and Bridgestone Tyre Centres, mobile service provider Lube Mobile, and the manufacturing and sale of quality retreads through Bandag Pty Limited. Bridgestone offers a diverse product portfolio of premium tyres and advanced solutions backed by innovative technologies, improving the way people around the world move, live, work and play.
About Bridgestone Corporation:
Bridgestone is a global leader in tyres and rubber building on its expertise to provide solutions for safe and sustainable mobility. Headquartered in Tokyo, the company employs approximately 130,000 people globally and conducts business in more than 150 countries and territories worldwide. Bridgestone offers a diverse product portfolio of premium tyres and advanced solutions backed by innovative technologies, improving the way people around the world move, live, work and play.
Bridgestone Asia Pacific, India, China SBU (Strategic Business Unit) at a Glance
