CambioRuote.it is an Italian website that allows users to purchase complete kits of wheels, rims, or tyres for their vehicles easily online. Products can be delivered straight to the driver’s home or, alternatively, shipped to one of the many affiliated fitting centres across the country.
To communicate its brand proposition in Autogrill while tapping into the upcoming seasonal tyre change mandated by law, CambioRuote launched a creative pitch.
ATC – All Things Communicate won the project with a striking, symbolic idea – tailored to the brand’s area of expertise – designed both to catch the eye of drivers preparing for a tyre swap and to convey the breadth of CambioRuote’s offering.
The key concept "Seasonal change? With CambioRuote.it, you’re always on the right track.” is brought to life through a memorable key visual that plays on the idea of a time shift: a wheel stands at the centre of a road, right on the dividing line, while the landscape on either side contrasts sharply: snowy and wintry on one, springlike and sunny on the other.
A creative gimmick that gives the campaign lasting relevance, whatever the season.
Additional design elements help make the poster comprehensive: a pointer-style icon referencing the digital space highlights the website URL, smartly embedded in the baseline; the brand’s main benefits are distilled into three concise info boxes surrounding the “hero wheel”; and a multi-angle packshot clearly presents the full kit: wheel, rim, and tyre.
