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Renault Lives a Life Less Ordinary in New Campaign from Publicis Conseil

'As unexpected as life' spot embraces unexpected twists

Renault Lives a Life Less Ordinary in New Campaign from Publicis Conseil

Seven years ago Renault embarked on a profound transformation of its products and its brand. In 2016, with the launch of Scenic it completed its renewal. Today it has the newest range of any auto manufacturer. From renewed iconic models like Twingo or Espace to the launch of new models like Kadjar or Talisman, Renault now proposes 10 brand new cars.

Each of them has been designed to make the life of its user easier. From drivers who get a first-hand experience of the advanced technology to passengers who experience optimized on-board comfort.  True to its innovative DNA and to the chief of design Laurens Van den Acker strategy based on the "cycle de vie", Renault designed its new range by putting people at the heart of each model so each car would be relevant for particular stage of life. Therefore, its sensual and warm design outside but also inside continues to challenge the status quo of the automotive market. With the fully renewed range, it was time for people to discover or rather, rediscover, Renault.

The Renault "As unexpected as Life" 360° campaign developed by Publicis Conseil, helps us find out that there is a Renault for every adventure life throws at us. Following our hero driving on the imaginary road of Life, each key encounter of his life is symbolised using billboards. Each time he drives through one of them, his life changes, impacted by the image he just crossed. And as his life changes, his Renault changes as well.

This TVC is part of global ecosystem that aims at showcasing the renewal of the full Renault range. In order to ignite the campaign, a OOH / DOOH campaign will be aired few days before the TVC with enigmatic unbranded cars visuals. Acting as a teaser, the iconic models of the range are displayed in the shadow, without showing any logo, just relying on their light signature and front design. The objective is catch people's attention with what could be a new car brand and then revealed that the catchy seductive design is unexpectedly (or not) Renault cars.

Going one step further in demonstrating how Renault cars can fit any stage of life, a social activation was developed to provide user with a personalised video highlighting their key life moments. This activation available only on Facebook was designed to make the best of the data and illustrates the desire of Renault to develop customized and relevant message to each individual.

The 360° campaign composed of TV, digital, OOH, DOOH will be aired, first in France as a tribute to the historical market, and then worldwide.

This renewal will continue in 2017 in Renault's model, in Renault's involvement in Motorsport and in upcoming concept cars.

Creative Agency

Executive Creative Director: Marcelo Vergara

Copywriter: Malobi Dasgputa

Art Director: Cecilia Astengo; (Assistant: Yoann Simon)

TV Producer: (Prodigious) : Pierre Marcus, Nathalie Levincent

Strategy: : Filippo Dell’Osso, Neil Tamzali

Account Managers: Karim Ben Hamida, Nathalie Bousquet

Account Manager: Patrick Lara, Charlotte Baudry, Adrien Dumont,

Digital Production Company

Creative Technologist: Julien Mahé

Copywriter: Antoine Querolle

Chief Technology Officer: Sébastien Godefroy

Art Director: Bastien Bourdier

Art Director: Bastien Bourdier

Technical Project Manager: Patrice Tardio

Project Manager: Fouad Berrar, Aurélie Morin

Account Director: Karim Ben Hamida

Music and Sound

Music Sync: Barns Courtney ‘’Glitter & Gold’’

Music Supervision: (Too Young) Fréderic Schindler

Sound Production: Boris Jeanne

Post Production / VFX

Flame Artists: Alicia Boinot, Nicolas Vogel

VFX Supervisor: Guillaume Nadaud

Producer: Céline Genty, Alain Le Borgne, Pierre Brière

Post Production House: Prodigious

Print / OOH

Art Buyer: Flore Silberfeld

Retoucher: Recom Farmhouse London

Photographer: Rick Guest

Production Company

DOP: Paul Gilpin

Director: Martin Werner

Production Manager: Nicolas Avram

Production Company: Henry

Producer: Jean-Luc Bergeron

Category: Aircraft , Automotive

Genre: Action , Digital , Storytelling