Cannes Lions

Renault - Made of France

PUBLICIS CONSEIL, Paris / RENAULT / 2023

Demo Film
Supporting Images
Supporting Content

Overview

Entries

Credits

Overview

Background

In 2022, Renault started to relocate 100% of its electric vehicles production in France. To announce, they’ve decided to make a real declaration of love to France. To celebrate France as it really is : diverse, multicultural, rich from both its past and present, and looking forward to an exciting future. A love song made of France, composed by DJ Cutkiller.

This campaign was aimed at all generations of French people. Renault wanted to communicate on their will to produce 100% of their electric cars in France so they use a modern, meaningful and joyful way to proclaim their love for France and all its diversity.

Idea

This track produced by DJ Cutkiller was a mix of an original song, famous French tracks, films dialogues and interviews of French icons. It became a unique soundtrack. But it’s more than a soundtrack ! It’s also a modern way to explain the Brand message while using sounds.

Strategy

The original songs are from famous French singers Michel Polnareff “love me please love me” and iconic duo Serge Gainsbourg/Jane Birkin “Je t’aime moi non plus”.

The hip-hop mix of these famous short sequences of songs and dialogues is a beautiful declaration of love for France.

Execution

The original songs are from famous French singers Michel Polnareff “love me please love me” and iconic duo Serge Gainsbourg/Jane Birkin “Je t’aime moi non plus”. The hip-hop mix of these famous short sequences of songs and dialogues is a beautiful declaration of love for France.

This track produced by DJ Cutkiller was a mix of an original song, famous French tracks, films dialogues and interviews of French icons. It became a unique soundtrack. But it’s more than a soundtrack ! It’s also a modern way to explain the Brand message while using sounds.

Outcome

On the Internet alone, the film and its music have already reached 23K views, making the brand anchored in the minds of French people at its release on the French national day of July 14, 2022.

This campaign was aimed at all generations of French people. Renault wanted to communicate on their will to produce 100% of their electric cars in France so they use a modern, meaningful and joyful way to proclaim their love for France and all its diversity.

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