The Pirelli 2000 press campaign had made its debut on the world stage with a number of different subjects.
The symbol image consists of four tyres that combine in the fist that contrasts with the full colour background.
The style proposed in 2005 expresses strength in a totally new version: the fist is no longer a graphic object, but is instead a dynamic element, captured in action in the most difficult weather conditions.
Now the Pirelli symbol is lashed by snow, soaked by driving rain and baked by an implacable sun, in a cloud of gravel and dust.
The efficacy of the synthesis is identical, but the context has changed, allowing the message to release a completely new expressive force.