In December 2021, Renault opened its online merchandising shop, "The Originals Store Renault", featuring miniatures of the brand's most iconic models: R5, 4L, R12 Gordini, Twingo,.... A perfect opportunity for the French manufacturer to rekindle the love of the brand and the passion for cars, with a series of visuals that awaken the imagination of the children in every car lover.
Do try this at home
The three visuals of the campaign take up the codes and aesthetics of the great action films and legendary chase scenes such as the one in the film "Bullitt" with Steve McQueen (jumps, skids...). The settings are inspired by three great American cities - San Francisco for the R5 Turbo, Chicago for the R12 Gordini and New York City for the 4L - and each visual tells its own story and gives free rein to the imagination.
The tagline, "to be reproduced at home" is an invitation to make these stories your own with the Renault miniatures, and is a nod to the references found in this type of stunt.
The three visuals produced by Publicis Conseil were produced in full 3D by The Scope studio, in order to allow the miniatures to be scaled up to life-size.
A print & digital campaign
The visuals have been used in the press since the 7th of April and in social media since the 16th of April. A tarpaulin was installed at the Atelier Renault, the brand's flagship store on the Champs-Elysées, where The Originals Store Renault is located. The visuals were animated for digital.
The miniatures are sold on the originals-store.renault.com, to which all the campaign materials are linked.
Credits
Renault - Advertising Managers
Arnaud Belloni
Laurent Aliphat
Publicis Conseil
President: Agathe Bousquet
President overseeing creativity: Marco Venturelli
Creative Directors: Marcelo Vergara and Gurvan Prioul
Head of Art: Alessandro Padalino
Art Director: Thomas Roques, Tamim Mortaza
Copywriter: Antoine Giraud
Brand managers: Hugues Reboul, Mathilde Ferail, Maxime Wienert
Production
Production: Prodigious
Producer: Caroline Peyramaure
CG Studio: The Scope
Founder/CEO: Faruk Heplevent
Head of CG: Matthias Christen
