Gold
Production & Post-Production
Visual Effects
| Entrant: | Publicis Conseil, Paris |
| Brand: | Renault |
| Title: | "The Climb" |
| Corporate Name of Client: | RENAULT GROUP |
| Client Company: | RENAULT GROUP |
| Global Chief Marketing Officer: | Arnaud Belloni |
| Client Company Vice President, Renault Brand Content Creation: | Laurent Aliphat |
| Client Company Car Models Content Creation Director: | Hortense Isnard |
| Agency: | Publicis Conseil, Paris |
| Agency Chief Executive Officer: | Marco Venturelli |
| Agency President: | Agathe Bousquet |
| Global Chief Creative Officer: | Marco Venturelli |
| Executive Creative Director: | Marcelo Vergara |
| Copywriter: | Antoine Querolle |
| Art Director: | Clément Palouzier |
| Agency Producer: | Sarah Bouadjera |
| Agency Producer/Director: | Caroline Petruccelli |
| Agency Channel Planner: | Nicolas Izel |
| Agency Strategy Director: | Philippe Martin-Davies |
| Agency Group Account Director: | Hugues Reboul |
| Agency Account Directors: | Grégoire Verdet/Faustine Leblan/Mathilde Férail/Agathe Morandeau |
| Production Company: | Henry, Paris |
| Director: | Sebastian Strasser |
| Post-Production Company: | Prodigious, Paris |
| Post-Producers: | Raimbaut Gaffier/Benjamin Cathala |
| Sound Design Company: | Start-Rec |
| Sound Design Company COO: | Alex Jaffray |
| Sound Design Company Head of Sync and Production: | Mathieu François |
Description:
Brief: The re-launch of such an iconic model is an event, but the new R5 was redesigned from scratch: 100% electric, using resourceful materials, with a visionary design.
We could not be nostalgic, that would be an error. We needed new R5 to be a turning point for the brand. To be a revolution.
Objectives: Show Renault has changed everything you expect about cars. Make R5 the symbol of an automobile revolution. Create an emotional metaphor, an epic execution.
Someone once said: “to make a revolution, you must leave the past behind”. The Climb is a visual metaphor of this: to say goodbye to the old automotive world and the start of a new one.
Through an epic journey we will follow a man climbing a gigantic mountain made of old Renault cars. The mountain itself represents what the brand used to be: thermic cars, pollutant, no recycled materials.
The difficult ascent illustrates how hard it is to make such a revolution in the industry. But when he finally arrives at the top, he discovers what’s on the other side: a car that stands for a new car world: electric, digital, resourceful. The new Renault 5.