01
THE RETIRED
LIFE OF HANK

Hankook Tires


Agency: Innocean Berlin
Client: Hankook Tires Europe
Role: Creative Lead and Art Director


After winning the Hankook Tire Europe account in a pitch, we set out to completely reimagine the brand from the ground up. The result was “Live your life. Leave tires to us.”, a new pan-European platform that redefined Hankook’s identity and the way it connects with people.

We started from a simple truth: most people don’t really care about tires. Instead of trying to force interest, we embraced that honesty and built a campaign around people’s real lives. To bring it to life, we introduced Hank, a retired mechanic turned lifestyle explorer, who dives into new passions but somehow always finds his way back to his “first love”: tires.
Hank became the heart of the campaign and through his curiosity and charm, he brings humanity to a category often defined by cold technology and performance stats. Whether he’s trying pottery, meditation, or knitting, Hank shows that even when life takes unexpected turns, passion and expertise always find their way back home.

Through long-form films, social-first content, and a refreshed digital identity rolled out across 14 European markets, we created a campaign that feels genuine, warm, and human, positioning Hankook as a quietly confident brand that lets people focus on what truly matters to them.









STAY TUNED
NEW EPISODES
COMING SOON!
@hankooktire.europe

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