RENAULT CARE SERVICE - LONG LIFE FOR CARS TO LIVE
| Title | RENAULT CARE SERVICE - LONG LIFE FOR CARS TO LIVE |
| Brand | RENAULT |
| Product/Service | RENAULT CARE SERVICE |
| Category |
A05. Consumer Services / Business to Business |
|
Entrant
|
PUBLICIS CONSEIL Paris, FRANCE
|
|
Idea Creation
|
PUBLICIS CONSEIL Paris, FRANCE
|
|
Production
|
PHANTASM Paris, FRANCE
|
|
Additional Company
|
RENAULT Paris, FRANCE
|
Credits
| Marco Venturelli |
PUBLICIS CONSEIL |
President overseeing creativity |
| Aurélie Breton |
PUBLICIS CONSEIL |
Creative Director |
| Bénédicte Pelletan |
PUBLICIS CONSEIL |
Creative Director |
| Marine Badel |
PUBLICIS CONSEIL |
Art Director |
| Luc Gesell |
PUBLICIS CONSEIL |
Copywriter |
| Stéphane Gaillard |
PUBLICIS CONSEIL |
Account Manager |
| Emmanuelle Krzeminski |
PUBLICIS CONSEIL |
Account Manager |
| Morgane Collet |
PUBLICIS CONSEIL |
Account Manager |
| Priyanka-Lisa Sen |
PUBLICIS CONSEIL |
Account Manager |
| Eva Chapiteau |
PUBLICIS CONSEIL |
Strategic Planner |
| Imène Sellaoui |
PUBLICIS CONSEIL |
Producer |
| Jean-Baptiste Santoul |
Ferrero |
President Managing Director |
| Marie Zajdman |
Ferrero |
Region Marketing Manager |
| Sara Fratus |
Ferrero |
Group Chief |
| Amélie Chabert |
Ferrero |
Product Manager |
Write a short summary of what happens in the film
Renault and Publicis Conseil came up with a campaign that challenges the codes of after-sales communications, with a film directed by Philippe Tempelman, based on images of the legendary Renault Fuego. A very cinematic film, with particularly polished production, and full of emotion to better highlight the durability of the brand's vehicles. The feeling of a sweet memory is supported and reinforced by the famous song "La plus belle pour aller danser", performed by Chris Garneau.
Cultural / Context information for the jury
Today, over-consumption and programmed obsolescence have become major concerns in the consumer’s minds. This leads them to turn to brands that advocate sustainability.
Renault participates in this dynamic, particularly through its after-sales service, to enable its customers to enjoy their vehicles for longer.
The brand let it know through a new positioning supported by a new campaign and a new identity: Renault Services becomes Renault care service.
With its new signature "Long life for cars to live", Renault reaffirm the raison d'être of its after-sales service: make your car live longer.
This new signature cohabits with the brand's historical claim: "Who better than Renault to maintain your Renault?", promoting the expertise of its after-sales service.