| Title | NINGYO |
| Brand | RENAULT |
| Product/Service | RENAULT SCÉNIC |
| Category |
D02. Interactive Video |
|
Entrant
|
THINK CATTLEYA Rome, ITALY
|
|
Idea Creation
|
PUBLICIS ITALY Milan, ITALY
|
|
Production
|
THINK CATTLEYA Rome, ITALY
|
Credits
| Elisabeth Leriche |
Renault |
Advertising, Digital e CRM Manager |
| Julie Savouré |
Renault |
Advertising Executive |
| Bruno Bertelli |
Publicis Italy |
Global Chief Creative Officer Publicis WW |
| Cristiana Boccassini |
Publicis Italy |
Executive Creative Director Publicis Italy |
| Francesco Martini |
Publicis Italy |
Creative Director |
| Alessandro Izzillo |
Publicis Italy |
Creative Director |
| Massimo Guerci |
Publicis Italy |
Digital Creative Director |
| Giovanni Greco |
Publicis Italy |
Art Director |
| Enrico Pasquino |
Publicis Italy |
Copywriter |
| Melania Petrocchi |
Publicis Italy |
Digital Art Director |
| Giada Salerno |
Publicis Italy |
Account Director |
| Silvia Bianchini |
Publicis Italy |
Account Executive |
| Vittorio Cafiero |
Publicis Italy |
Project Manager |
| Bela Zeimann |
Publicis Italy |
Strategic Planner |
| Giulia Atzori |
Publicis Italy |
Senior Agency Producer |
| Laura Pace |
Publicis Italy |
Agency Producer |
| Philip Rogosky |
Think Cattleya |
Executive Producer |
| Alexia Gamba |
Think Cattleya |
Producer |
| Arc Worldwide |
Arc Worldwide |
Digital Production |
| Gabriele Mainetti |
Think Cattleya |
Director |
| Nicola Guaglianone |
Think Cattleya |
Screenplay |
| Michele D'Attanasio |
Think Cattleya |
Director Of Photography |
| Andrea Maguolo |
Think Cattleya |
Editor |
| Mirko Perri |
Think Cattleya |
Sound Design |
| Massimiliano Sturiale |
Think Cattleya |
Set Designer |
| Mary Montalto |
Think Cattleya |
Costume Designer |
| Valter Adam Casotto |
- |
Make-Up |
| Fabrizio Squeo |
- |
Editor |
| Gabriele Mainetti, Michele Braga |
- |
Original Soundtrack |
The Campaign
To let families experience modularity, we produced the first modular short movie inspired by the new Renault Scenic. The film was divided into different sections. So by just changing the order of the same movie scenes, users could create many stories with different plots. Depending on the active choices people made, Ningyo could become a romance, a drama, a thriller, a noir or a horror film.
Creative Execution
People had the chance to experiment creating different stories of Ningyo on various media. Online and on mobile thanks to the ad hoc platform. On Twitter thanks to Conversation Ad, where you could reassemble the short film sections with a tweet. During the unveiling of the project at the 73° edition of the Venice Film Festival a series of digital totems were installed, that participants could interact with them to create their own versions of the film. In one of Rome’s main subway stations a temporary cinema was set up where you could see all versions of the film. Outside of the cinema people could use digital totems to actively experiment with the viewing experience.
Over 5 million views on social networks
25.000 Twitter interactions
+2K Twitter followers in only two weeks
Among the 3 finalists in Twitter Awards 2016
1300 car pre-orders
Advertising in the automotive industry is mainly focused on explaining every new technical feature of the car but people don’t seem to be interested in them anymore. That’s why to be more relevant we decided to use a language close to families’ everyday life, able to capture their attention: cinematography.