Although Bridgestone had sponsored Copa Libertadores for years, many didn’t understand what a tire brand had to do with football.

To make the importance of safety in the beautiful game clear, we created a never-before-seen brand activation: a barricade of tires to protect journalists from being hit by balls or run over by players around the pitch.

This barricade, made with 45 of Bridgestone’s most advanced tires, worked both as a safe space for the press and as an unmistakable OOH piece at the stadium.