A new campaign from BFGoodrich Life, developed in collaboration with the Lup Agency, highlights how life is a journey—and ambition is its fuel. Along the way, the road can get bumpy. Some cruise effortlessly, while others may need a pit stop. But what happens when you run out of fuel mid-journey?
It’s a fitting metaphor for people between the ages of 30 and 40—the very demographic BFGoodrich serves. Many may feel their journey is over, but in reality, it’s just getting started. Like a car running low on fuel, people in this phase need a boost: encouragement, motivation, and a spark of inspiration.
As a world-class tire brand, BFGoodrich isn’t just about durability—it’s a trusted partner in every journey. With the tagline “The Master of Indonesian Roads”, the goal was simple: raise awareness of BFGoodrich’s on-road tire category in a way that resonates.
To bring that to life, BFGoodrich Indonesia launched The Tire Quotes campaign—designed to inspire, re-motivate, and help people get back on track.
“We transformed the iconic Advantage Touring T/A and g-Force Phenom T/A tire designs into typography,” said Lup Agency.
“Then, we turned them into a series of motivational quotes, sourced directly from our audience on Instagram and at events. We asked, “What quote best describes your journey?” After curating the responses, we shared 20 empowering quotes to inspire our community daily.
In the end, The Tire Quotes aren’t just words—they serve as a reminder that we’re all on this road together, fueling each other’s spirits to keep moving forward. No matter the length of the journey, BFGoodrich will always be there, leaving a lasting mark on the road—just like we do in life.
Credits
Client: BFGoodrich Indonesia
Agency: Lup Agency
Executive Creative Director: Albert Chan
Business Director: Ahmad Syakbani
Creative Director: Irfan Zayanto
Account Manager: Annisa Amadea Islamey
Sr. Art Director: Gabriel Pelupessy, Kevinjune H.
Copywriter: Leo Pramasatya, Tika Siagian
Sr. Graphic Designer: Anggun Rahmawati
Digital Strategist: Marsya Yasmina
Social Media Executive: Recht Wiloamin, FarrelObieza
