Your tires are likely to be the most ignored part of your car. And that’s a shame because pumping up your tires regularly can help you save money, drive safer and spare the environment. That’s why the Dutch government felt it was time to step up its car game, not by pushing the speed limit, but by drawing attention to the air pump next to most gas stations.
I transformed the nozzle of the air pump – a not so well-known object among Dutch car owners – into the star of an informative campaign, "Give your tires air".
Realised at KesselsKramer, 2018
Client: Rijksoverheid Creative Direction: Gijs van den Berg
Copy: Sophie Rijnaard