'As unexpected as life' spot embraces unexpected twists
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.
Art Director:Cecilia Astengo; (Assistant: Yoann Simon)
Executive Creative Director:Marcelo Vergara
Account Managers:Karim Ben Hamida, Nathalie Bousquet
Strategy:: Filippo Dell’Osso, Neil Tamzali
Account Manager:Patrick Lara, Charlotte Baudry, Adrien Dumont,
TV Producer:(Prodigious) : Pierre Marcus, Nathalie Levincent
Production Manager:Nicolas Avram
Post Production / VFX
Post Production Company:Prodigious
Flame Artists:Alicia Boinot, Nicolas Vogel
VFX Supervisor:Guillaume Nadaud
Producer:Céline Genty, Alain Le Borgne, Pierre Brière
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