Gold
Creative Strategy
Automotive
| Entrant: | Publicis Conseil, Paris |
| Brand: | Renault |
| Title: | "Cars to Work" |
| Corporate Name of Client: | RENAULT GROUP |
| Client Company: | RENAULT GROUP, Paris |
| Global Chief Marketing Officer: | Arnaud Belloni |
| Client Company VP Brand Content Creation Renault: | Laurent Aliphat |
| Client Company VP Creative Marketing Renault: | Claudine Borel |
| Agency: | Publicis Conseil, Paris |
| Agency Chief Executive Officer: | Marco Venturelli |
| Agency President: | Agathe Bousquet |
| Global Chief Creative Officer: | Marco Venturelli |
| Executive Creative Directors: | Romulus Petcan/Gabriel Gherca/Marcelo Vergara |
| Senior Copywriter: | Guillaume Sabbagh |
| Senior Art Director: | Marie Donnedieu |
| Agency Project Manager: | Chloé Frappereau |
| Agency Strategic Planner: | Kayla Shenassa |
| Agency Strategy Director: | Philippe Martin-Davies |
| Agency Group Account Director: | Hugues Reboul |
| Agency Account Director: | Gaëlle Morvan |
| Agency Account Manager: | Laurent Enet |
| Production Company: | Division, Paris |
| Director: | Laura Sicouri |
| Executive Producer: | Hélène Daubert |
| Line Producer: | Ines Maillot |
| Director of Photography: | Mélodie Preel |
| Production Company Production Designer: | Clémence Janeski |
| Production Company Stylist: | Juliette Alleaume |
| Post-Production Companies: | Prodigious, Paris/Firm, Paris |
| Post-Production Company Head of Production Prodigious: | Caroline Petruccelli |
| Post-Production Company TV Producer Prodigious: | Benjamin Auberdiac |
| Post-Production Companies Post Producers - Prodigious: | Dehia Oussana/Thomas Savary/Samuel Rouet |
| Post-Production Company Post Producer - Firm: | Indiana Bigot |
| Sound Design Company: | Start-Rec, Paris |
| Sound Design Company COO Start-Rec: | Alex Jaffray |
| Sound Design Company Head of Synch & Productions Start-Rec: | Mathieu François |
| Sound Design Company Sound Producer: | Martin Sumeire |
| Sound Design Company Sound Producer: | Chloé Prechac |
Description:
Situation: • 4 out of 10 French people live in mobility deserts, areas with zero public transport. • In mobility deserts, having a car is the ability to earn a living. • Mobility deserts have higher unemployment than the national average. • Renault Group is committed to mobility for all, cars that are socially-inclusive. Brief : Address mobility barriers for employment using Renault Group’s resources. Objectives: Tackle a social inclusion problem, that is mobility-related & only cars can fix. People Behaviour: Change how people engage with job offers in mobility deserts. Brand image: - Create proximity with the French, via a strong social action and through emotional storytelling. - Reignite Renault Group’s image as a socially engaged company vs for profit only rivals like Stellantis and VW. Renault Group launches “Cars to Work” : Cars to Work is an offer that provides cars for free to people during their job 3-month trial period. Cars that they only start to pay at affordable conditions once their job is secured. Cars made accessible to those who need them the most, in partnership with the French Public Employment Service. Cars to Work is an offer accessible through a new dedicated ecosystem: - Cars to Work network of 50 dealerships in mobility deserts across France - FranceTravail.fr (French public employment service) pushes the offer with new job posts - Adie, Caisse d'Epargne, Parcours Confiance provide the innovative financing solution - Renault, Dacia & Renew brands making 6000 cars available - National campaign that ran on French TV, in the National and Regional Press, and online.