An impressive ship appears to be entering the Plaza del Callao from the screens of Callao City Lights. It is the surprising 3D campaign that Michelin has launched to reaffirm its power of innovation and consolidate its position as an industry leader. The action, designed by the agencia BETC, also shows how a lunar vehicle prevents a rock from flying off the screen.

Under the slogan ‘On the road and beyond’, the piece reflects Michelin’s activity in other fields beyond tyres, such as the decarbonisation of maritime transport through huge sails used on merchant navy ships and lunar exploration, thanks to the technological materials incorporated into the wheels of autonomous vehicles to carry out this activity on the planet.