With sponsorship of the Madrid Drive-In Cinema, Michelin is committed to future generations who are committed to mobility and a sustainable future.
Michelin Partnerships with Madrid Autocine
The claim of Michelin’s latest global campaign is, “Motion For Life”. These three words sum up the raison d’être of Michelin, found 133 years ago and, today it continues to lead the mobility sector in all its areas. A life in motion that Michelin leads under the premises of innovation, safety and sustainability.
In the “Motion For Life” campaign the tyre turns white to make the invisible, visible. Because tyres are still the main player when it comes to mobility. Given its importance, the group is committed to continuing to be a benchmark for future generations through its “All Sustainable” strategy, which is based on drastically reducing its environmental footprint and integrating 100 per cent sustainable raw materials into its tyres.
Following this philosophy, Michelin has reached a sponsorship agreement with the Madrid Autocine until September. In facilities dedicated to a public that is committed to mobility, Michelin will complete a unique leisure experience in the capital of Madrid. In addition to installing a Bibendum, the famous Michelin doll, 6 meters high, the brand will give visibility to its “Motion For Life” spot to favor and promote sustainable mobility.
Futhermore to these projects close to the consumer, Michelin has worked incessantly since its inception to seek cutting-edge solutions based on innovation to lead new forms of mobility. The group invests more than 680 million euros a year in innovation and technology to achieve this, and around 6,000 workers from the workforce are assigned to carry out the task of developing and testing the new technologies that will be part of the mobility of the future .