To convey that on Avito Auto, anyone can find the right tires for their car, we needed to stand out from competitors—after all, the campaign launched during peak advertising season in this category. So, we removed the details (cars) and left only the tires. We created an entire world where people were already accustomed to seeing only tires—no matter what vehicle. The key insight in this world remained the same as in the real one: "Winter always comes unexpectedly." We drew a clear line between summer and winter and built the narrative around how the protagonist encounters this boundary—and successfully crosses it with Avito Auto.