Motion for life

Driving the future of mobility

For over a century, Michelin has been at the heart of movement : from the first roads to the edge of innovation. But in a world where mobility is being reinvented every day, the challenge is clear: how does a legacy brand keep leading the way forward?

What does mobility mean today? Freedom, progress, sustainability, connection. All in motion.And what’s Michelin’s role in this ever-changing landscape? Quite simply: to keep the world moving.

Motion for life

It all starts from one belief: movement is life.Michelin’s purpose comes alive in a campaign that celebrates this universal truth. A vibrant journey across nine countries, shot handheld just before the lockdown. From Paris to Shanghai, Mumbai to Ouarzazate, it captures every rhythm of motion - cars, trucks, bikes, metros, even rickshaws - bound by one common pulse: the desire to move forward.

Inspired by the brand’s legendary Bibendum, the film’s visual language is bold, human, and unmistakably Michelin. A tribute to every journey, big or small, that keeps life in motion.

Hitting the fast lane

• Brand preference: +8.8 points in one year (2021 vs 2020)
• Market share: +0.9 point, an unprecedented increase in the past 7 years
• Ad recall: from 11.1% to 18.4%, i.e. +7.3 points (YouGov)
• Word of mouth: from 9.8% to 12.6%, i.e. +2.8 points (YouGov)
• Buzz indicator (ages 35-44): +11.2 points (YouGov)