Bridgestone Launches New Behavioral Platform, “What Really Matters”

Bridgestone partnered with Leo Burnett to launch a new brand platform that focuses on creating a more sustainable world for future generations and improving the way people move, live, work, and play.

Today, Bridgestone Americas, Inc. launched a new brand platform, “What Really Matters,” which marks a shift from the company’s traditional product performance marketing campaigns to showcase purpose-driven actions that are improving the way people move, live, work and play. 

Leo Burnett developed omnichannel creative to dynamically capture Bridgestone’s evolution from a global leader in tires and rubber to a forward-thinking sustainable solutions company that is helping to shape the future of mobility. TV and online video spots capture life transitions in mobility, the guayule fields used for sustainable rubber farming, innovation for adaptive athletes and more – which together depict safe, smarter and better solutions for the journey ahead.  

Bridgestone’s relentless work in pursuit of a more sustainable world for future generations aligns with the global Bridgestone E8 Commitment that includes values beginning with “E,” such as energy and empowerment. 

Bridgestone’s solutions portfolio also encompasses:  

  • Intellitire monitoring and Azuga fleet management that promote safe, economical, and efficient fleet operations.  
  • Kodiak Robotics long-haul trucks that offer learning and integration opportunities for smart vehicle and tire technologies.  
  • Airfree and lunar rover tires that signify the future of advanced tire technology.
  • High-grip rubber gloves and handrings for wheelchair athletes, including six-time Paralympian Aaron Pike, to push performance adaptive sports.   

To learn more about What Really Matters, visit www.WhatReallyMatters.com.


Title of Ad: The Journey
Client: Bridgestone Americas, Inc.
Product / Service: Brand
Type of Ad: TV/CTV/OLV/Social
Location: Nationally
Date of Appearance: August – December, 2022
City / Country of Appearance: USA
Media Company: Spark Foundry & DAC

Agency: Leo Burnett Chicago
President & Chief Creative Officer: Britt Nolan
EVP, Executive Creative Director: Mikal Pittman
Chief Strategy Officer: Aki Spicer
EVP, Group Account Director: Mark Burgess

EVP, Strategy Director: Andrew Butler
Creative Director: Evan Thompson
Associate Creative Director: Rob McDowell
Senior Art Director: Will Delmont
VP, Executive Producer: Bridget Rose

Senior Producer: Beth Dolnick
VP, Account Director: Rebecca Ewan
Account Director: Kimberly Shields
Assistant Account Executive: Rachel Schneider
Strategist: Austin Clapp

Production Company: Harbor
Director: Riess | Hill
Producer: Doug Smith
Editing & Vfx: Harbor
Editor: Michael Elliott
Audio: Harbor

Music: Warner Chappell

Client: Bridgestone Americas, Inc.
Name: Elizabeth Lewis
Position: Director, Brand & Marketing Strategy