Renault

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

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