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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.