THE DREAM CRADLE
|Category||B12. Launch / Re-launch|
|Title||THE DREAM CRADLE|
|Entrant||RENAULT Paris, FRANCE|
|Idea Creation||PUBLICIS ITALY Milan, ITALY|
|Idea Creation 2||PUBLICIS BUENOS AIRES, ARGENTINA|
|Idea Creation 3||PUBLICIS CONSEIL Paris, FRANCE|
|PR||PUBLICIS ITALY Milan, ITALY|
|Renault / Renault Latin America / Renault Corporate||Renault||advertiser|
|Publicis Argentina, Publicis Italy, Publicis Conseil||Publicis Argentina, Publicis Italy, Publicis Conseil||Agencies|
|Juan Marcelo de Carlo. / Noel Castillo / Eugenia Guerra / Eric Pasquier||Renault Latin America||Advertising and Digital Mktg Mgr / Advertising and Media Coordinator / Digital Marketing and CRM Coo|
|Fabio Mazía / Ignacio Jardon, Paula Kozub||Publicis Argentina||ECD / Creative Director|
|Ivan Pinzón / Sebastian Taruella||Publicis Argentina||Regional Account Director / Agency Producer|
|Landia / Adrian D´Amario / Diego Dutil||Landia||Production Company / Executive producer / Producer|
|Shannon, Agustin Carbonere||xx||Directors|
|Papa Music||Papa Music||Music|
|Elisabeth Leriche / Enrica Bellomo||Renault Italy||Advertising, Digital and CRM Manager / Advertising Executive|
|Bruno Bertelli||Publicis Italy||Global Chief Creative Officer Publicis WW and CEO|
|Cristiana Boccassini / Francesco Martini, Alessandro Izzillo||Publicis Italy||ECD / CD|
|Eddy Guimaraes / Emanuele Viora / Bela Ziemann / Giulia Atzori||Publicis Italy||Associate CD & AD / Associative CD & Copywriter / Strategic Planner / TV Producer|
|Daniela Di Maio, Ilaria Lorenzetti, Benedetta Virga, Giulia Claris Ratti||Publicis Italy||Client Service Team|
|Lorenzo Cefis / Nicole Lord / Stuart Greenwald and Alice Baragetti||Production Filmmaster Productions||Executive Producer / Producer / Editors|
|Davide Gentile / Luca Costantini e Fabio Casati||Production Filmmaster Productions||Régie / DOP|
|Bastien Schupp / Carine Gailliez / Giovanni Costa / Mathilde Chaise||Renault Corporate||VP - Global Brand Strategy and Marketing Communications / Content & Media Director / Brand advertis|
|Marcelo Vergara / Patrick Lara||PUBLICIS CONSEIL||WW CD Renault and ECD, Publicis Conseil / WW Account Director Renault and Managing Director, Publici|
|Charlotte Baudry, Adrien Dumont, Benjamin Taïeb||PUBLICIS CONSEIL||Client Service Team|
The CampaignTo respond positively to this real need for families, Renault in partnership with Chicco, the largest baby brand in all of Europe, developed "The Dream Cradle": a base, on which to place the cradle, that mimics the movement of the car enabling parents to lull the baby at home, without having to leave the house and drive, especially at night. The Dream Cradle is activated through an App that allows to adjust intensity, direction and slope.
ExecutionThe inspiration came from a commercial posted on the Renault Argentina FB page where a couple was planning a cradle that replicated the movement of a car at home. After watching this, several parents enquired whether the cradle could be produced for real. That’s when Renault looked for a partner, specialized in baby products, to work on a product that could satisfy the desire of many parents. The Dream Cradle was revealed on 10 March 2017, during the Six Nations Press Conference in Rome, with Renault as the Italian Rugby Team Official Sponsor. Soon after the news spread to the web, magazines, newspapers and TV news. The content video was posted on YT and social media; a landing page was developed for info and preorder of the product: www.dreamcradle.it Three weeks later, during Milan Design Week, the Dream Cradle was shown in the Nhow Hotel alongside the Renault Range Test-Drive.
Over 270 press clippings (press, online, radio, tv), equal to 2.400.000 € of free media space. Total views video «The Dream Cradle»: 1.700.000 Reach: 5.600.000 (Youtube, Facebook, Twitter, Instagram) Interactions: 10.700 Rugby match Italy vs France: 60.000 people watched the video content aired during the halftime Test Drive Activity: Lead: 1.000 People Reached: 100.000 Test Drive: 2.500
The SituationRenault with its customer promise ''Easy Life" wants to build not just ideas for a better life inside the car but also outside. Because Renault believes that cars are still able to make our life easier. Especially for a target that's particularly relevant for the brand: young families. Born from a consumer demand the Dream Cradle is a product developed to make lives of families everywhere easier. Consumers, journalists and bloggers were affected by the message and spread it further in social media and media coverage.
The StrategyRenault with its customer promise ''Easy Life" wants to build not just ideas for a better life inside the car but also outside. Furthermore, Renault has always been a brand with a strong sport vocation and has recently become sponsor of the Italian National Rugby Team. With The Dream Cradle, Renault with the expertise of Chicco gave concreteness to its brand promise using the Rugby sponsorship to amplify the message. The Italian rugby team player George Biagi, who recently became father and often struggled to put her daughter to sleep, was chosen as testimonial.All these factors supported the PR activity, which was thought to hit different media target: sport, childhood, female and male, lifestyle, tech and automotive magazines. Different contents were exploited depending on the media, in order to get a large and diversified coverage.
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