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Creative

MSLGROUP and Publicis London Launch Social Experiment to See How Families Use Their Cars

Publicis London, 1 month ago

The Campaign for Renault UK's #BehindCarDoors initiative tracks influencers, Mother Pukka and Father of Daughters to see how our time in cars can be improved

MSLGROUP and Publicis London Launch Social Experiment to See How Families Use Their Cars

The latest campaign for Renault UK sees MSLGROUP and Publicis London team up for a creative partnership to launch the new Renault Scénic ‘Behind Car Doors’ campaign.
 
Both agencies, part of Publicis Communications partnered to develop a social experiment using influencers to co-create content that shows the true in-car experience of family life over a year. One of the key insights that inspired the campaign was the rapid increase of devices and distractions has meant that gathering family members around the dinner table or having their full attention has become more challenging. With this in mind, the agencies developed ‘Behind Car Doors’ to help bring Renault to the core of family life by proving the car really is the new dining table.


 

The campaign is being fronted by Mother Pukka and Father of Daughters who combined have 700k Instagram followers.  They will be driving the Renault Scénic for a year, equipped with dash-cams and microphones to record the family’s interactions. Both influencers will be posting monthly to their social channels showing their experiences behind the doors of the Renault Scénic – the new home away from home.  The footage will include the highs and lows, a warts and all account of family travel.

 
A survey was developed to set the scene for the social experiment, content creation and to provide compelling media collateral. And celebrity Psychologist Dr. Linda Papadopolous was recruited to provide insights into family life and act as a media spokesperson.

 
The campaign launches in May with an introductory film.  Join us for the in-car conversations - from the awkward to the insightful at: www.life.renault.co.uk
Advertiser

Advertiser: Renault UK

Creative Agency

Planner: Massimiliano Rossi

Media Planner: Olivia Burt

Executive Creative Director: Dave Monk

Creative Director: Marcus Iles

Creative Agency: Publicis London

Copywriter: Helena Heras

Art Director: Madelien Scholten

Account Management: Meera Sanghvi

Interactive / Digital Agency

Planning Director: Kinda Jackson

Digital Agency: MSLGROUP London

Creative Director: Al Baird

Account Director: Layla Hatia

Media Agency

Media Agency: MG OMD

Music and Sound

Audio Post Production: Grand Central Sound Studio

Offline

Editor: Lewis Rose

Post Production / VFX

Post Production House: Baker Street Productions

Production Company

Production Company: Baker Street Productions

Producer: Nicola Turek, Phil Vanier

Director: Adam Kaleta