Live your life. Leave tires to us.

Client: 
Hankook

2025 ( BLN )

Agency:
Innocean Berlin

Role:
Creative Director

Hankook presents: Live your life. Leave tires to us.
This platform embraces the truth about people’s attitude to tires: most don’t care. Instead of screaming for attention, we simply meet our audience where they are. It’s an honest approach that puts people first, in contrast to our competitors. To do this, Innocean is introducing Hank, a retired mechanic and the star of a humorous new content series. Since hanging up his torque wrench, Hank has been on a mission to explore new passions – from pottery to knitting to meditation – and has been sharing his journey with the internet in true influencer fashion. Yet everything he tries somehow brings him back to what he calls his 'first love': tires.

On social media, we created various assets to promote the new platform in a fun and entertaining way, bringing a new premium editorial look.

In partnership with the studio Ben&Julia, we created fun Halloween content to talk about changing tire season.

Creative Team:
Bianca Hillenbrand Heusch, Pam Boschma, Paula Santos Luengo, Axel Fonteyne, Ana Madalena Marque, Meri Giorgobian, Linda Neumann, Youngeun Kim, Alexander Aleksidze, Will Cega, Mario Andric, Giovanna Ribeiro Pereira, Ben & Julia

Creative Director:
Maso Heck

ECD 
Ricardo Wolff

CCO:
Gabriel Mattar

Production Company:
SOUP FILM

Director:
Arabella Bartsch

DOP:
Tobias Koppe