Built. Not Bought

As the exclusive tire sponsor of the action-packed Red Bull Global Rallycross (GRC) 12-event series, BFGoodrich tasked my team with developing a campaign that delivered numerous amounts of social/print/digital content over the duration of the racing season. As a result, “Built. Not Bought” was born.

The campaign parallels human qualities with mechanical ones. Qualities like passion, ambition, discipline, and determination are attributes that can only be built, not bought, much like the BFGoodrich community ethos. We kicked off Red Bull GRC with the Anthem Video and focused on a different quality for each race to establish story arcs throughout the season.