BFGOODRICH ALL-TERRAIN T/A KO3

Global Launch Campaign

ROLE

Group Creative Director

AGENCY

amp

TEAM

Tom Sebanc

Hary DeGrood

Dave Kania

Nick Spaeth

Shan Fletcher

Mike Menne

PARTNERS

Drew Martin

Rally Studios

Rob & Cayden Mac

Sawyer Hennig

Kyle Strait

YEAR

2024

“Don’t screw this up.” Our initial briefing ended with these parting words from our clients at BFGoodrich. The ask? Help us successfully launch the highly anticipated BFGoodrich All-Terrain T/A KO3, the successor to the toughest all-terrain tire in the industry, the KO2. With an audience who worshiped the KO2, we agreed that f*cking it up would be terrible.

We responded with a campaign that positioned the KO3 as being tougher than its predecessor, demonstrating how the product was built for every kind of tough, be that tough terrain, tough pursuits, or tough individuals. Our integrated global campaign quietly subverted cultural tropes around toughness by dimensionalizing the humanity of some of our community’s toughest athletes, all while demonstrating the legendary toughness of the product.

The Results: Sales from the launch were 40% above goal, with the success being directly attributed to marketing. In a nutshell, we didn’t f*ck it up. We crushed it.