Cannes Lions
PUBLICIS CONSEIL, Paris / RENAULT / 2024
Overview
Entries
Credits
Background
Renault Duster has been an international success story since its introduction in 2010. This new campaign marks a new phase of a robust product offensive in various international markets.
It has been imagined to launch the new Renault Duster for all 3 power trains and strengthen the Renault brand. The challenge was to appeal a new audience seeking modernity and innovation, at the same time as satisfying their craving for adventure in the great outdoors.
Execution
The film was imagined to be in constant golden hour, which posed one of the first challenges in terms of cinematography, with very little latitude in light to achieve the perfect movement. Movement was the second challenge. The entire idea and poetic atmosphere of the film rely on this serene camera stroll among these constraining elements of our daily life abandoned in these in mountain slopes.
Rehearsals and 3D previsualizations were necessary to prepare the desired movements on set. On location, these movements were executed using cranes specially adapted to operate on rugged terrain.
Outcome
The impact of the spot generated 1M impressions. There were 10K interactions, hence a 1,3% virality rate vs. a 1,1% benchmark FY2023.
Post-tests show that TVC achieves all its objectives in terms of impact, strategic fit and motivation.
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