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The visual world created for the "Everyday Heroes" campaign places
Continental's customers at the center of its communication strategy.
Dramatic images show typical challenges faced by truck, bus and car drivers
on the world's streets every day. Black-and-white photography reinforces the
documentary feel of the shots. Eye-catching motifs, extreme close-ups and
sharp contrasts intensify the emotionally charged stylization of tire users
as "Everyday Heroes".
Uli Mayer-Johanssen, Florian Dengler, Olaf Schroeter, Stefanie Diers, Barbara Scholz, Sabine Kuckertz