Michelin is an old company with a rather stodgy image of quality but no spirit. They were introducing a new line of high performance tire (Pilot) to be used in racing and street performance.

Use a basic structure (the tower) approved for corporate image and add flash with actual race cars, canopies and chrome truss. Plaster everything with hot racing photos. The tires were there and identified but the racing theme dominated.

The hottest booth in the show and the new tire took off with a flying start.

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