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.
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. The settings and atmosphere are 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 colorful prints that combine the aesthetics of fashion and the automobile to highlight the vehicles and the associated guarantees. An international kit of all the assets campaign is available so that each country can broadcast the messages locally.
Credit
Renault – Advertiser managers
Arnaud Belloni
Laurent Aliphat
Hortense Isnard
Céline Perrin
Publicis Conseil
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
Film Production
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
Photo Production
Photographer: Emir Haveric
Production: Prodigious
Producer : Caroline Peyramaure
Production manager : Guillaume Rizo
