Who doesn’t love tyres? No, no one? Well, you might not, but Hank does.

When Hankook asked us to redefine how a tire brand connects with people, we started with an honest truth: most people don’t care about tires. And that’s okay.

From that insight came the new platform “Live your life. Leave tires to us.” Instead of trying to force attention, we built a strategy that lets people focus on what truly matters, their lives, while Hankook handles what it does best.

To bring this to life, we created Hank: a retired mechanic who’s exploring new passions after a lifetime with tires. From pottery to knitting to meditation, his humorous adventures always circle back to his “first love.” Through Hank’s world, captured in a warm, cinematic content series and social stories, we reintroduced Hankook as a brand that’s human, confident, and quietly expert.

With this new tone and visual language, Hankook enters a new era of tire communication, one that moves away from technical talk and stress, and focuses on the lives of real people.

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