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Bronze Winner

Radio — Corporate Image Campaign

Entrant: Publicis Brussels, Brussels

Renault / Dacia Duster
"Chivalry", "Buddy", "Pal", "Courtesy"

Description of the Project

Renault and Dacia are two car brands of the Renault Car Group. Road safety has always been key to the brand. Since aggression on the road more and more ends in serious fights and injuries, Renault Car Group wanted to pay special attention to this on 22nd of March, European Day of Courtesy on the Road.

Renault Group did something never done before on radio. Their two car brands Renault and Dacia fought for the same media space, just like drivers would fight for the same parking space. Aired during rush hour, it showed drivers how ridiculous impolite and aggressive road behaviour is.

The week before European Day of Courtesy on the Road, Renault and Dacia harassed each other in 3 different commercials. On the 22nd of March, they finally understood, and ended their dispute in a courtesy manner.

Audio Engineer: Tim Leitner Executive Producer: Jill Cheris Director: Joe Barone Production Company: Bar1, New York Publicis New York Agency Producer: Katie Kelly Cobra Producer: Raf de Braekeleer European Production Company: Cobra, Brussels Copywriters: Wim Corremans/Alex Gabriëls Associate Creative Directors: Tom Berth/Geert De Rocker Creative Director: Alain Janssens Executive Creative Director: Paul Servaes Agency: Publicis Brussels, Brussels Radio Station: Crooze FM Agency Account Directors: Francis Lippens/Jonas De Wit/Julie Oostvogels Client Account Director: Xavier Laporta Corporate Name of Client: Renault

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