The start of July saw Renault activate its partnership with the Fédération Française de Rugby (FFR) with a sporting reinvention campaign that pays tribute to the home country’s perseverance, courage and innovative spirit.
The campaign, developed in harness with agency Publicis Conseil, leverages the French car company’s official partnership and reaffirms Renault’s commitment to national sports.
After France won the Guinness Six Nations Rugby tournament earlier this year, to tie in with its sponsorship, automaker Renault has released a campaign
It also both celebrates the French national rugby union XV’s 2022 Guinness Six Nations Rugby win and builds towards the 2023 Rugby World Cup which will be hosted in France.
The brand campaign spanned national television, digital, social and PR platforms and rolled out across the country from 1 July. It was spearheaded by an epic hero commercial called ‘La Réinvention/ The Reinvention’ which aims to convey the changes taking place across the country and within Renault as it switches towards electric vehicles and accelerates its digital transformation.
The 60-second spot, helmed by Partizan Director Antoine Bardou-Jacquet, features a strong line-up of French past and present players – such as Raphaël Ibañez, Cameron Woki, Charles Ollivon, Damian Penaud and Dylan Cretin – in various eras through the nation’s sporting history with a focus on sports the country claims to have invented including boxing, motor racing, tennis and even rugby (despite the game’s origins being firmly rooted in the UK)
The campaign actually claims that the French have reinvented rugby and closes with footage from the team’s Six Nation’s triumph and then finally with a Renault driving up a hill. The creative includes the copy line ‘together, let’s reinvent ourselves’ and links to supporting online content through the campaign’s #XVdeFrance, #HighSensation, #forDriversOnly, #nouvelleMegane and #ETechElectric hashtags.
“Being a partner of the XV of France is above all a team spirit. We have a common objective that drives us forward: to put French know-how at the forefront of the international scene, each in our field. It’s a great motivation!” explained Renault CMO Arnaud Belloni. “We wanted to celebrate this partnership in our own way—with creativity—to tell the XV of France that we believe in its reinvention for a great World Cup … in France!”
The campaign, which is scheduled to run through the team’s summer/autumn tour and continue until the 2023 World Cup, was conceived by creative agency Publicis Conseil and Production House Partizan and the team which worked on the project included Creative Director Marcelo Vergara, Art Director Arnaud Jolivel, Copywriter Olivier Gamblin and TV Producer Florent Villiers, with Director Antoine Bardou-Jacquet and sound handled by Start-Rec.
This is simultaneously a fun and an epic campaign blending humour and seriousness.
But, surely, what about Croquet, Jeu de Paume, Pétanque, Savate and Parkour?