Renault look back, to move forward
Renault celebrates its partnership with the French Rugby Federation in its latest advertising campaign from Publicis Conseil.
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Partners for six years, Renault and the French national rugby team celebrate their shared vision in an intense sports film. Because in rugby, just as in the French manufacturer's vision, you must look back to move forward.
Rugby is the only sport in which backward passes are mandatory to advance and gain ground. This unique feature is part of what makes the game so beautiful. Today, the French national team is a solid, mature one. They have learned from their difficulties, failures, and victories to improve their game and keep moving forward.
For its part, Renault is continuing on its path by reinventing models that have made it successful in the past, the Renault 5, Renault 4, and now the Twingo, to affirm its commitment to reducing its carbon footprint. The brand continues to reinvent the spirit of “cars for living” and pave the way for more sustainable, more human, and resolutely modern mobility.
A sports film featuring Damian Penaud, star player and record try scorer for France's national rugby team, Mickaël Guillard, promising talent in the team, and Fabien Galthié, their manager.
In the middle of a match, when Damian Penaud seems to be blocked, an inner voice calls out to him and tells him to look behind him. Time stands still, and he sees all the moments, training sessions, achievements, and trials that led him to this moment.
At the end of the film, we discover that this voice belongs to Fabien Galthié, his manager. Damian Penaud looks behind him and sees his teammate Mickaël Guillard at the other end of the field. He makes a long pass to him and Guillard scores a try. The film signed “look back, to move forward, ” then reveals the old Renault 5, Renault 4 and Twingo, which are giving way to their new electric versions.
Credits
View on- Agency Publicis Conseil/Paris
- Production Company Quad Productions/Quad Group
- Director Adam Hashemi
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Credits
View on- Agency Publicis Conseil/Paris
- Production Company Quad Productions/Quad Group
- Director Adam Hashemi
- Post Company Prodigious Paris
- Sound Design Start-Rec
- Global Chief Creative Officer Marco Venturelli
- Global Creative Director Marcelo Vergara
- Copywriter Antoine Querolle
- Art Director Clement Palouzier
- Producer Caroline Bouillet
- Producer Karen Barel
- DP Lasse Frank
- Head of Post Production Raimbaut Gaffier
- Post Producer Benjamin Cathala
- Producer Claire Garraud
- Post Producer Francois Schmidt
- Colorist Arthur Paux
- Creative Director Alex Jaffray
- Producer Mathieu Francois
- Producer Arthur Lequime
- Composer Rob Dougan
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Credits
powered by- Agency Publicis Conseil/Paris
- Production Company Quad Productions/Quad Group
- Director Adam Hashemi
- Post Company Prodigious Paris
- Sound Design Start-Rec
- Global Chief Creative Officer Marco Venturelli
- Global Creative Director Marcelo Vergara
- Copywriter Antoine Querolle
- Art Director Clement Palouzier
- Producer Caroline Bouillet
- Producer Karen Barel
- DP Lasse Frank
- Head of Post Production Raimbaut Gaffier
- Post Producer Benjamin Cathala
- Producer Claire Garraud
- Post Producer Francois Schmidt
- Colorist Arthur Paux
- Creative Director Alex Jaffray
- Producer Mathieu Francois
- Producer Arthur Lequime
- Composer Rob Dougan
It is the orchestral trip-hop track Clubbed To Death (Kurayamino variation) by Australian artist Rob Dougan, a song made popular by the movie The Matrix, which provides the campaign with musical support that is both impactful and introspectively profound.
In France, the film is broadcast on television, digital media, and social networks since January 29, ahead of the Six Nations tournament, which kicks off on February 5 with a match between France and Ireland at the Stade de France. It will be accompanied by press inserts in sports and rugby newspapers and magazines.
The campaign will be broadcast during all the major rugby events throughout the year, in France and Europe.
“When you're a rugby fan, you know that looking back is how you gain ground. It's an approach that seems counterintuitive at first glance, but it resonates with me and makes perfect sense for Renault today. We are proud to be a premium partner of the French Rugby Federation and their promising teams.” said Arnaud Belloni, Global Chief Marketing Officer – Renault.
