Mongrip x Skoda

Brand activation, Content creation, Photography, Story telling, Strategic Partnership Builder, Video creation

Client: Mongrip

Date: March 21, 2022

Project Briefing

To celebrate and reward the loyalty of their dealer network, ŠKODA Belgium wanted to create a memorable, branded gift — something that not only represented the ŠKODA brand but also resonated with its heritage and motorsport DNA. The gift needed to be exclusive, meaningful, and capable of telling a real story. That’s where Mongrip came in — a brand known for transforming used motorsport tires into luxury wearable objects, each with a unique, traceable history. The idea quickly gained traction: create a limited-edition bracelet using a real rally tire driven by Belgian rally legend Freddy Loix at the 2022 Rallye Monte-Carlo.

Our Approach

We facilitated the full creative and operational process — from concept development to final delivery. After extensive discussions with Freddy Loix and his team, we secured a used tire from his ŠKODA Fabia Rally2 Evo, driven during the 90th Rallye Monte-Carlo (January 2022) — a symbolic milestone marking his 90th World Championship rally.

Together with ŠKODA Belgium, Mongrip, and Freddy Loix, we built a compelling narrative that turned a piece of racing history into a meaningful piece of design. We also coordinated the recovery of the tire in Monaco, organized an on-location shooting session, and produced a promotional teaser video that introduced the collaboration and the bracelet’s story to the public.

After weeks of research and development, the MONGRIP™ MC RALLYE 2022 – Freddy Loix Limited Edition was born: an exclusive, high-quality bracelet made from the tire that raced through the legendary roads of Monte Carlo — crafted to honor Freddy’s legacy and ŠKODA’s rally spirit.

Photos taken during the rally: Henzo Fronek.

Key Client Benefits

Heritage-Based Storytelling with Impact
ŠKODA Belgium received more than a gift — they got a branded artifact with emotional value, rooted in motorsport history and rally passion. It connected recipients to the heart of the brand in a tangible, lasting way.
Exclusive Product with Authentic Provenance
Every Mongrip bracelet came with a verifiable origin, tracing back to a specific tire, event, and driver — ensuring credibility and increasing perceived value.
Seamless Multi-Partner Coordination
We bridged communication between ŠKODA, Mongrip, and Freddy Loix, aligning creative direction, technical feasibility, and brand messaging to bring the project to life efficiently.
Engaging Teaser Content for Visibility
The promotional video and shoot in Monaco added visual storytelling and emotional engagement, enabling ŠKODA to activate the collaboration through digital channels and internal campaigns.