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What the body feels, the mind remembers.
MC2 conceived, designed and built this tactile simulation of what it’s like to “Be the Tire.” By putting customers in a car’s “shoes,” this You Had to Be ThereTM experience viscerally communicated more about the value of Michelin products than a hundred facts and figures could. And it helped Michelin rise to the top of the NAIAS most-noticed list.
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