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Continental Named Finalist in 2022 Cannes Lions Awards

Only 10% of entries are shortlisted in this global award program for creative excellence.


Continental, one of the largest tire and automotive technology suppliers in the world, collaborated with renowned advertising agency VMYL&R COMMERCE on a custom beer to celebrate 150 years in business. Called the Beer Brochure, it was recently shortlisted at the 2022 Cannes Lions Awards for its creative excellence in the B2B category of Consumer Services. Only 10% of entries are finalist in each category. The Beer Brochure included a custom brew developed with a popular brewery in Tampa, Florida and a unique packaging that individuals could scan to learn about Continental’s story over the past 150 years.


Sarah Behrens of VMYL&R COMMERCE says, “It was a special project for us. The idea was a unique way for Continental’s stakeholders to celebrate such a monumental milestone. We’re excited to be recognized internationally for it.”

Continental was founded in 1871 to manufacture soft rubber projects and rubberized fabrics. Today, Continental’s journey has led them to become a leading international technology company. Mobility has always been central to the focus of Continental. Their rubber products, tires and technology are in three out of four vehicles on the road today worldwide. 

“We are proud of our history and wanted a fun way to share it with our employees and customers. The Beer Brochure is a toast to our history and accomplishments,” says Carolina Wagner, marketing director of Continental, US Truck Tire.



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