Rock the Road - Vredestein
The ultimate driving track
Vredestein wanted to reposition itself and build a strong connection with the music scene—specifically, electronic music culture—while showcasing the high performance and precision of its tyres. So, we put them to the ultimate test: in order to deliver a flawless music session, the tyres had to perform at their absolute best.
We equipped the tyres with state-of-the-art sensors and handed the wheel to top Formula driver Carla Villota. As she drove, the real-time data from the tyres directly influenced a new version of United We Are by DJ Hardwell, turning precision driving into a live music experience.
Creative Direction - TBWA Neboko
Music Video
The result of putting Vredestein tyres to the test was a branded content film—but we didn’t approach it like a traditional ad. To truly connect with our audience, we focused on entertainment rather than straight-up marketing.
The video became the official music video for Hardwell’s track United We Are, reaching millions of viewers. But it didn’t stop there. It pulled people in, driving them to explore the behind-the-scenes content, where they saw the tyres pushed to the limit by a Formula One driver—showcasing their performance in the most exciting, real way possible.
Behind The Scenes
The behind-the-scenes content was the perfect way to showcase the real performance of Vredestein tyres—not just through claims, but through action. To make it even more credible, we teamed up with Formula 1 driver María de Villota, whose expertise added real weight to the story.
This wasn’t just any test. It was a cutting-edge experiment, using the most advanced sensor technology to capture every detail of how the tyres handled extreme conditions. The result? A one-of-a-kind piece of content that blended high-performance engineering with the energy of electronic music—something that spoke directly to both car enthusiasts and music lovers alike.
Digital Experience
Finally, we wanted to take the experience a step further by letting people interact with the data themselves. So, we created a digital platform where users could generate their own remix—essentially a virtual version of the tyre test in action.
The result was an immersive and highly engaging digital experience that not only entertained but also educated users on the features and performance of Vredestein tyres in a hands-on way. The platform’s innovation and design didn’t go unnoticed—it was recognized as Site of the Day by both FWA and Awwwards, cementing its impact in the digital space.
