This brand awareness campaign highlights the key benefit of Mitas Granterra — strong traction with minimal impact on soil. The concept uses a bold visual metaphor: a premium sports car stands on an open road as a massive agricultural tire rolls down from a billboard and gently moves across the car. Despite its size and weight, the tire leaves the glass and body untouched, visually proving its softness and control. The final film turns a technical feature into an instantly clear brand message — positioning Mitas Granterra as a powerful yet soil-friendly solution for modern agriculture.