Bridgestone Showcases Ultra Performance Through Art and Technology
• The campaign, co-created by artists, technologists, precision drivers and motorsport enthusiasts, reimagines traditional tire performance in beautiful digital art forms.
• The campaign celebrates Bridgestone's motorsport legacy, connecting it to Bridgestone E8 Commitment and sustainability goals.
[L - R] Artwork of High-speed Stability, Precision, Grip, Control
Singapore (April 1, 2024) — Bridgestone Asia Pacific, India China (BSAPIC), a group company of Bridgestone Corporation, has launched “Master the Art of Ultra Performance*1,” a regional marketing campaign that aims to creatively engage audiences by showcasing ultra driving performance as beautiful art forms.
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 high-performance sports car during intense driving scenarios to create four captivating art pieces in static and motion forms. These art pieces vividly depict the tire'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.“
The ad film will be broadcast across key digital media channels in Thailand, Indonesia, Vietnam, Malaysia, and Singapore, with additional markets to follow soon after.
To find out more about the new “Master The Art of Ultra Performance” marketing campaign and experience BSAPIC’s premium tyres, visit the website here.
Master the Art of ULTRA PERFORMANCE
Bridgestone Group’s Commitment to Motorsports
This regional marketing campaign is a celebration of Bridgestone’s deep passion for motorsports. Bridgestone Group’s tire solutions feature prominently in top-level professional race series worldwide, including SUPER GT car races, All Japan Road Race Championship motorcycle races in Japan, and the NTT INDYCAR® SERIES in North America under its Firestone brand. The Group also supplies tires for international competitions like the Endurance World Championship and the MFJ All Japan Motocross Championship. In categories where amateur drivers can also compete, Bridgestone Group supports various events such as the TOYOTA GAZOO Racing GR86/BRZ Cup and the All-Japan Gymkhana Championship. Additionally, in 2024, it will be the official tire supplier of the Super Taikyu Series, a Japanese endurance race that will be branded as "Empowered by BRIDGESTONE." Alongside its racing commitments, Bridgestone Group champions 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.
Through its sustainable worldwide motorsport activities, Bridgestone Group hopes to inspire everyone to reach their full potential and establish themselves as indispensable to the future of mobility. As part of Bridgestone E8 Commitment*2, the company aims to fulfil its corporate promise for "Emotion: Committed to inspiring excitement and spreading joy to the world of mobility."
*1 The term "Ultra Performance" in this press release refers to the synergy achieved when high-performance tires are maximally utilized on high-performance vehicles, rather than specifically indicating the performance of any particular product manufactured by Bridgestone.
*2 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 Corporation:
Bridgestone is a global leader in tires 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 tires and advanced solutions backed by innovative technologies, improving the way people around the world move, live, work and play.
BSAPIC’s Operation at a Glance
