Publicis London has won a Silver Integrated Lion and Silver Media Lion and at Cannes International Festival of Creativity for Renault’s Megane Experiment, run in the UK from July 2010 through to June 2011. The campaign stars Frenchman Claude, a resident of Côte d’Azur town Menton, who spends time in Lancashire village of Gisburn, bringing the message of “joie de vivre” and demonstrating the benefits of owning a Renault Megane.
The campaign begins with statistical research that revelas that towns with more Mégane have a higher fertility rate, more seafood restaurants, more kissing, and more lingerie shops, per head of population. Claude sets out to test the connection between the car and love of life by attempting to persuade the residents of Gisburn to embrace the French way of life and the car that epitomises it. Claude encourages the listless townspeople to embrace a joy for life in unusual ways. He holds a lesson in “joie de vivre at a local school, convinces a local pub owner to change his “White Bull” tavern to “Boeuf Blanc,” and holds the “Festival de Joie,” where he raffles off his own Megane.
The campaign, online at www.TheMeganeExperiment.com, was rolled out with an eleven minute documentary, television commercials, press advertisements, bus sides, press wraps, online display and PR stunts, and conversations with 15,000 Facebook friends. Renault Dealers each hosted their own Festival de Joie test drive weekend, supported by regional press and online display.
Click on the image below to play the TV advert in YouTube (HD)
Click on the image below to play the Film Trailer video in YouTube (HD)
Click on the image below to play the full documentary in YouTube (HD)
Click on the image below to play the Car Walkthrough video in YouTube (HD)
Click on the image below to play the Sarkozy video in YouTube (HD)
Click on the image below to play The Kids video in YouTube (HD)
Click on the image below to play the Dr Linda Papadopoulos Interview video in YouTube (HD)
Click on the image below to play the Bird video in YouTube (HD)
Click on the image below to play the Towbar video in YouTube (HD)
The Megane Experiment was developed at Publicis London by creative Robert Amstell and Matthew Lancod, executive creative directors Tom Ewart and Adam Kean, creative director/copywriter Ed Robinson, art director David Hillyard, agency producers Joe Bagnall and Colin Hickson, production assistant Sam Holmes, business director Jason Cobbold, planners Julian Earl and Mike Wade, photographer Mark Wesley, Publicis Modem team digital art director Christian Horsfall, digital copywriter Ian Sweeny, digital creative director Alix Pennycuick.
PR was managed at Sputnik Communications, London, by creative director Penny Furniss, account director Katherine Clarke.