The music reflects the Michelin spirit of innovation and achievement, while at the same time maintaining a feeling of closeness

Jean-Frédéric Douroux Communication & Chief Brand Officer

driving rhythms

right balance of innovation


Michelin, though an innovative company, was seen as old-fashioned because it had been around since the 1800s.

The brand wanted to strengthen communication initiatives by creating a unique sonic identity to reposition the brand and change consumer perception from old-fashioned to leading in innovation.

The key values Michelin wanted to communicate: Leadership, Modernity, Mobility, Innovation, Driving pleasure

Sonic identity

After exploring various tempos, melodies, rhythms, instrumentation and musical styles, we could identity specific musical elements that would convey the key brand values.

The sonic identity has a solid, driving bass rhythm that underlines the concepts of performance and leadership, but the synthetic textures are the main component to its success. Each texture was chosen to convey the right balance of innovation and mobility – textures that were not too metallic nor acoustic.


Played on all platforms and all countries, this sonic identity is present in all Michelin advertising campaigns throughout the world.  Introduction of the music has been shown through biometric testing to return audience attention to the screen and slow the decrease of interest.

Today, Sixieme Son is the music coordinator and supervisor internationally. A great addition to further strengthen the brand to have a coherent sonic universe.



Claire Dorland-Clauzel – Member of the Executive Committee of Groupe Michelin
Jean-Fréderic Douroux  – Communication Director Europe
Céline Laplace – Advertising Manager


Michael BoumendilPresident & Chief Creative Director
Laurent CochiniManaging Director
Delphine Guérin – Project Director & New Business
Anne-Sophie Moretti – International Project Manager
Julien Goris, Vincent TurbéArt Directors
Eric Caissy, Ianis Mauraisin, Hugo Letexier, Romain Debrie, Marion Combes, Pierre Moreau – Designers