Michelin Makes Energy Saving Big News
Michelin wants the world to know that its energy saving tyres reduce fuel consumption and CO2 emissions – and on October 30 the French tyre major launched a novel new method of getting its message across. Every evening at 7pm the company will project “Green” meters onto prominent landmarks in four major world cities. These meters will display the estimated fuel savings and reductions in CO2 emissions achieved since 1992, the year Michelin first released low rolling resistance tyres with silica used in part as a substitute for carbon black.
Featuring Bibendum, the iconic Michelin Man, the meters will be projected onto the façade of the Park Inn Hotel in Berlin, the NASDAQ and Reuters boards in New York’s Times Square, the Port de Suffren at the foot of the Eiffel Tower, and on the City Group Mansion tower, across from the Bund, in Shanghai – four cities, says Michelin, whose growth has been driven by the mobility of the goods and people who come and go every day.