EDINBURGH, Scotland (June 30, 2014) — Apollo Vredestein B.V. used the recent launch of its next generation Quatrac and Snowtrac tires to continue its “In Style” brand campaign, characterized by “exceptional images that reflect the premium nature of the Vredestein brand,” the company said.
The global press launch of the company’s Quatrac 5 all-season tire and Snowtrac 5 winter tire included a press presentation with two short feature films, which tell the same story from two different perspectives.
For the Quatrac 5, the point of view is that of a woman—the primary audience for the product, according to Vredestein. The Snowtrac 5 video is shown from a man’s point of view.
To produce the mini-movies, Vredestein teamed with Sounds Like Film, a video and music production company based in Amsterdam. Each was directed by Rogier Gerritsen, with filming taking place in Austria, Germany and the Netherlands.
“The goal was to underline the premium value of the Vredestein lifestyle brand by creating detailed, epic images and communicating product qualities in a stylistic manner,” Apollo Vredestein said.
The music used was created exclusively for the films and was provided by producers Nando Eweg and Peter Kvint. The arrangements they composed—“Buckle Up” (Quatrac 5) and “Home to Stay” (Snowtrac 5)—were written to “reflect the ambiance in the films and Vredestein’s brand values,” the company said.
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