The Renault 5 was an iconic model of the brand and the best-selling car in France during the 1970s and early ‘80s. But production stopped in ‘84. And now 40 years later the Renault 5 is back–redesigned from scratch, 100 percent electric, using resourceful materials. It’s a turning point for the brand, marking a revolution in the automotive industry.
Marking the development is this creatively ambitious spot, “R5volution is a French thing, directed by Sebastian Strasser via production company Henry for agency Publicis Conseil. The piece takes us on an epic journey as a man climbs a gigantic mountain made of old Renault cars. The mountain itself represents what the brand (and more generally, the entire automotive industry) used to be: thermic cars, pollutants, no recycled materials. But when he finally reaches the top, the man discovers what’s on the other side–a car that stands for a new automotive world: electric, digital and resourceful. In other words, the Renault 5.
The mountain was created by assembling 120 wrecked Renault cars that were found all over Argentina. It was 10 meters high and had three climbing sides. Like a real Tetris game, they were assembled with real attention to shapes, colors and parts of the structure that permitted to do impressive stunts. The leading actor was supervised and doubled by an artistic director from “Le Cirque du Soleil.” CGI was used to extend the mountain around the real structure, bringing poetry and magic to this world. More than 72 Renault 3D models were used. Postproduction company Lipstick then had to create a specific VFX tool that allowed them to pile the cars up organically, and calibrate the amount of damage, rust, or missing parts of cars.
CreditsClient Renault Agency Publicis Conseil Agathe Bousquet, president, Publicis France; Marco Venturelli, chief creative officer, Publicis France, and CEO, Publicis Conseil; Marcelo Vergara, worldwide creative director; Antoine Querolle, copywriter; Clement Palouzier, art director; Sarah Bouadiera, TV producer; Philippe Martin-Davies, global strategy director; Caroline Petruccelli, head of production. Production Company Henry, Paris Sebastian Strasser, director; Joost Van Gelder, Julian Hohndorf, Sebastian Blenkov, DPs; Hugo Diaz, producer; Renaud Jaget, line producer; Lucie Gardes, production coordinator; Clement Pignal, postproduction. Production Services La Casa Film Polo Luisetti, exec producer. Postproduction Prodigious Raimbaut Gaffier, Benjamin Cathaia, postproduction. VFX Lipstick Berlin Stefan Susemihi, exec producer; Madlen Folk, VFX producer. Editorial Everest Paris Walter Mauriot, editor; Patrick Bennar, supervisor SFX on set; Emiliano Serantoni, colorist. Audio Start Rec Arthur Lequime, Mathieu Francois, audio producer.
Perlorian Brothers, Agency Lifelong Crush “Kickstart Your Heart” For Kicking Horse Coffee
Directed by The Perlorian Brothers via Canadian production company Merchant, this 45-second spot for Kicking Horse Coffee from agency Lifelong Crush opens on a donkey looking wistfully at the sun-splashed horses trotting past the humble barn where he spends his days.
His routine is dull and unvarying--until he spots a cobweb-covered motorcycle in the back of the barn. The sound of a revving engine signals the start of the music. At the same time, the song’s breakneck opening accompanies a color-splashed visual of the donkey barreling out of the barn, riding the motorcycle, and doing a donut before going full-throttle into the surrounding valley and onwards to the rest of the world.
The energetic and heartwarming spot captures the exhilaration that a good cup of coffee can provide and serves as an urgent reminder not to let life pass you by. In other words, be that donkey.
Titled “Kickstart Your Heart,” the commercial is being shown on TV and online across Canada and the U.S.
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