Continental: The cage

Operation The Cage by Continental that we made recently for Continental France. Under the partnership the brand of tires CONTINENTAL with the French Football Federation and the launch of the new ContiSportContact 5™ tire, we have designed an animation 100% football through a unique and surprising playground : THE CAGE, created by the british artist Benedict Radcliffe, is a 10 meter diameter by 3 feet high metallic structure inspired by the ContiSportContact 5™ tyre shape. In this playground we organised an 'ultimate penalty' game : football fans challenged the Continental goal keeper, a former pro. The spectacular and unprecedented event took place Wednesday, February 9, 2010, during the match France / Brazil, on the forecourt of the Stade de France.

Advertising Agency: Tribeca, Paris, France
Creative Directors: Laurent Valembert, Xavier Valembert, Julien Lardenois
Copywriter / Account Manager: Benjamin Nogues
Artist: Benedict Radcliffe

March 2011


CuriousPencil's picture
4225 pencils

Nice to give people a shot at goal. Was there anything else done with the 10,000 people 'got in touch with'?

atb2005's picture
13561 pencils

For some reason, I don't find it particularly entertaining or exciting.

Davai's picture
618 pencils

This is just okay. It works, but its not very creative.

gaurk's picture
37 pencils

Do these people actually go buy the tires or do they wait until their existing tires wear out then buy whatever the mechanic recommends?

CuriousPencil's picture
4225 pencils

Ah but finding that out would be too much like looking at the brief and doing something too close to effective marketing. This is a showcase for scaffolding, if you hadn't noticed, not something supposed to actually *do* anything.

Log in or register to post comments