Renault Occasions Reimagines the Classics for RENEW Campaign
In recent years, the second-hand market has continued to develop. Both a real fashion phenomenon and a real ecological commitment, many players are investing in the circular economy. Renault did not wait for this to become fashionable before selling second-hand vehicles. This is the observation that the Brand has decided to promote through a new platform and a new campaign.
Renault has been refurbishing, overhauling, and reselling second-hand vehicles, with the added benefit of Renault's guarantees, since 1959. A heritage that allows the brand to distinguish itself from the pure players who have just arrived on the second-hand market.
For Renault, second-hand cars are not a fashion phenomenon, they have been a real investment for over 60 years. In the image of the current transformation, which is at the heart of the Brand's values, the Flins factory has been transformed into a 'Refactory' in order to offer a new life to Renault second-hand vehicles in the near future. These are all commitments that justify the creation of renew to promote a pioneering spirit and a strategic commitment by the Group to guarantee the best in used cars for the future.
This new platform comes to life through a new TV, press and digital campaign.
In the TV film, a young couple from the 1960s is strolling through the streets of Paris when they pass a Renault Occasions dealership. Seduced by the shop, they decide to enter. After being invited by the salesman to visit the refurbishing workshop, they come face to face with a used Renault Megane that looks like new. However, the car stands out in the 1960s décor, as it is a modern car. Convinced, they decide to buy it. The woman took the wheel and the lovers left with the vehicle, whose modernity did not fail to arouse the curiosity of passers-by.
Renault and Publicis Conseil collaborated with the director Martin Werner to produce this film, which takes us back to the time when Renault began to invest in the second-hand market.
Hugo Diaz, HENRY EP: "Production-wise, we had to make the world alive with over 200 extras, a street dressed in late fifties fashion over 300 meters and more than 20 collection cars. This is why we decided to shoot in Prague. Not only for the excellent crew and world class production design, but also because the streets already look like 1960s Paris. Not to mention they do have great wines!"
The settings and atmosphere are perfectly underlined by the music of 'Les Demoiselles de Rochefort' composed by Michel Legrand in 1967.
At the same time, the photographer Emir Haveric was entrusted with the creation of colourful prints that perfectly combine the aesthetics of fashion and the automobile to highlight the vehicles and the associated guarantees.
"Today we are all trying to consume differently. Based on this collective awareness, but also on our history, we have imagined renew to enhance the quality of our services and guarantees and to ensure that our second-hand vehicles give you the same emotions as a new vehicle. And that's new! ". explains Arnaud Belloni, Renault brand global chief marketing officer.
Featured Companies: Henry
Advertiser managers: Arnaud Belloni, Laurent Aliphat, Hortense Isnard, Céline Perrin
CEO: Agathe Bousquet
President overseeing creativity: Marco Venturelli
Creative directors: Marcelo Vergara, Gurvan Prioul
Art Directors: Matthieu-Alexandre Enou (print), Pierre Dumont (print), Clément Salgado (print), Laura Aondio (film)
Copywriter: Francesca Vitello (film)
Director Renault Tv production: Caroline Petruccelli
Agency producer: Sarah Bouadjera
Account managers: Hugues Reboul, Grégoire Verdet, Gaëlle Morvan, Aurélie Guine, Laurent Enet
Director: Martin Werner
DOP: Sebastian Blenkov
Production: HENRY / Hugo Diaz
Line Producer: Camille Havard Bourdon
Prod exe: Boogie films
Post production: Prodigious / Jean-Philippe Tapia & Vincent Bordier with the collaboration of Everest & McMurphy
Editor: Benjamin Weill
Sound editor: Mathieu Caplane
Sound: Start Rec / Alex Jaffray/ Mathieu François/ Valery Pellegrini
Photographer: Emir Haveric
Producer: Caroline Peyramaure
Production manager: Guillaume Rizo
Category: Automotive , Cars
Genre: People , Storytelling