Yokohama, a leader in tire manufacturing with a focus on delivering a world class product to a dynamic market, was looking for a new brand platform for two of their core product categories: All Terrain Off-Road and Ultra-High Performance Tires. With each category having specific benefits and needs, INK stepped in to help put the pedal to the metal. In order to bring the products to light, INK developed two campaigns: The Yokohama Effect and Start Here. Each was loaded with materials for digital, web, trade and marketing collateral. The results were impressive campaigns aimed at keeping Yokohama both on and off-road.