The Michelin CrossClimate Experience
Open the game- Brand
- Michelin
- Year
- 2015
- Objective
- Sales
- Industry
- Automotive
- Mechanic
- Simulation
- Platform
- Web
- Agency
- DAN Paris
- With
- Monks
Objective
Michelin launched the CrossClimate tyre in 2015 and needed to showcase its superiority and scientific foundation to consumers. Rather than relying on conventional product demonstrations, the brand sought an innovative, interactive online experience that would allow potential customers to directly test the tire's performance across various real-world weather conditions and validate the marketing claims through hands-on engagement.
Solution
An interactive WebGL experience allowed users to control real-time weather conditions and run a simulated test of the CrossClimate tyre against seasonal alternatives in a 3D urban environment. The weather scenarios were grounded in authentic meteorological data, enabling users to manipulate climate factors and observe tire performance in response. The experience ran on the domain crossclimate.michelin.co.uk and was developed by Monks in collaboration with TBWA\DAN Paris. The interface combined charming CG animations with realistic weather simulation, blending entertainment and technical credibility.
Results
The campaign received an Awwwards Honorable Mention on May 4, 2015. Community voting yielded 15 out of 66 participants with an average score of 7.12, with a highest individual score of 9.30.
