All about the Project
A Jeep for each team, FALKEN tyres and a route packed with experiences: with the FALKEN ADVENTURE CAMP NEW YORK STATE, we brought together the FALKEN Tyres brand and the destination of New York State – making both come to life through a shared adventure.
Together with FALKEN Tyres, New York State Tourism and Icelandair, we created a road trip that took participants through very different worlds – from an off-road course to the urban jungle of New York City.
Brand:
Dunlop Tyre Europe GmbH
Task:
Conception and overall implementation for Falken Tyre Europe
Campaign period:
February – June 2026
Campaign Website:
www.falken-adventure.com
NEW PERSPECTIVES ON NEW YORK STATE
Taking to the skies in a historic aircraft, enjoying spectacular views from a helicopter and experiencing motorsport heritage at the legendary Watkins Glen circuit: the camp was filled with moments that gave participants fresh perspectives on New York State.
Back on the ground, the variety continued. The off-road course called for concentration and driving skills, while glamping offered a chance to share the day’s experiences around the campfire. Then came the drive through New York City – surrounded by towering buildings, bustling traffic and its iconic skyline.
These contrasts made the journey so compelling: nature and city life, action and time to unwind together, adventures behind the wheel and experiences high above the ground.
FALKEN TYRES AT THE HEART OF THE EXPERIENCE
Each team had its own Jeep, equipped with FALKEN tyres. The brand accompanied participants on every mile of the journey, becoming an integral part of their adventure.
From the streets of New York City to the off-road course, the varied driving conditions made the connection between product and experience tangible. FALKEN Tyres was part of the action as participants explored New York State from behind the wheel.
BUILDING AWARENESS WITH AUTO BILD
During the campaign’s recruitment phase, we placed a dedicated special in AUTO BILD – in print and online. This introduced the FALKEN ADVENTURE CAMP NEW YORK STATE to an audience of motoring and road trip enthusiasts, sparked interest in the journey and encouraged applications.
By connecting a passion for driving with the desire to discover new destinations, we extended the campaign’s visibility beyond the partners’ own channels.
OUR IDEA. SHARED ADVENTURES. NEW DESTINATIONS.
The FALKEN ADVENTURE CAMP was conceived and initiated by SOKRATIV. Our approach: to build an emotional connection with FALKEN Tyres through authentic driving experiences, while bringing fascinating destinations to life through the eyes of the participants.
Following its debut in Namibia in 2025, we took the format to New York State in 2026. A new destination, new experiences and the same ambition: to bring the right partners together and turn a shared journey into a story that inspires.
And the journey continues: planning for the FALKEN ADVENTURE CAMP 2027 is already underway.
Explore the camp:
Youtube Clip
Further campaigns
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