Cannes Lions

Renault - Forever Kids

PUBLICIS CONSEIL, Paris / RENAULT / 2023

Awards:

3 Bronze Cannes Lions
1 Shortlisted Cannes Lions
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Digital Proof JPG
Supporting Content
Demo Film
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Supporting Content
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Overview

Entries

Credits

Overview

Background

“Once a symbol of freedom, cars have never been more constrained that today.

(speed limitations, carbon emission, advertising disclaimer). How can we still make people dream with cars?”

End of 2021, Renault, the most popular car brand in France, launched its new merchandising store "The Originals Store Renault" on the Champs-Elysées, online, and then in dealerships, showcasing miniatures of Renault’s most iconic models. A perfect opportunity to revive the love for the brand and passion for cars with a series of visuals awakening childhood imagination.

Execution

We created visuals made in full 3D to allow us to scale miniatures of real cars in a hyper realistic way. Inspiring and fun situations taking up the codes of action films (jumps, slippages ...), in sets inspired by 3 major cities, San Francisco, Chicago and New York.

Outcome

The Originals merchandising store contributes to showing Renault’s love for cars. Each collection is a tribute to an iconic model of the brand (Renault 5’ 50th anniversary, Twingo’s 30th anniversary..)

Published in 30 countries on social media in 2022, the 3 posts generated 2M impressions without a media boost. There were 17K interactions, hence a 1.66 € virality rate vs. a 1.2 € benchmark FY2021.

The miniatures are the best-selling products of the merchandising brand, on the website but also during events and motorshows. During the Paris Motorshow, the merchandising shop received 570 customers per day.

Between 2020 and 2022, the revenue was multiplied by three.

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