Continental: Grip Line


This idea was born from Continental’s need to give relevance to the 2019 sponsorship of Giro d’Italia. As road safety is the main brand value, we decided to make something that could really improve the safety of all cyclists, not only the athletes during the competition. Starting from the observation of how road markings become slippery and dangerous in case of rain or dampness we created GRIP LINE, the first paint with added rubber microgranules that increases the anti-skid factor of road markings up to 35%. This idea not only increases road safety but also offers a potential solution for recycling end-of-life tyres that are turned into microgranules and mixed with the paint.

Advertising Agency:FCB, Milan, Italy
Chief Creative Officer:Francesco Bozza
Executive Creative Director:Massimo Verrone
Client creative director:Gianluca Belmonte
Copywriter:Christian Leoni
Art Director:Fabio Mazzucchelli, Mattia Errico
Junior Art Director:Giulia Martoni
Senior Strategic Planner:Paolo Costella
Account Director:Maria Lucia Arati
Account Executive:Emily Dobson
Junior Account Executive:Federica Maioli, Cristina Anfossi
Head Of Social:Valentina Salaro
Social Media Manager:Valeria Semplici
Head Of Digital:Andrea Castiglioni
Tv Producer:Cristina Nardi
Assistant Producer:Camilla Sangermani
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