This spot introduces us to a woman who is notified that her job interview went well and that she is being offered a trial run which can lead to permanent employment. The only potentially undermining stumbling block is that the commute is long and she has no car.
Her predicament is not uncommon in France, according to Cléa Martinet, VP sustainability at Renault Group, who shares, “Mobility plays an essential role in obtaining, keeping a job or getting trained. This is a source of inequality: more than half of job seekers in a situation of financial fragility have been forced to refuse a job due to a lack of transport solutions. This societal challenge encouraged Renault Group to launch CareMakers, an inclusive mobility program in 2012. Today, Renault Group is strengthening its commitments by offering people on a trial period the possibility of leasing a vehicle on a long-term basis or with an option to buy, and only starting to pay once the new job has been secured. A first in France.”
Laura Sicouri of production house DIVISION directed this :60, which is part of a campaign from agency Publicis Conseil, Paris.
CreditsClient Renault Group Agency Publicis Conseil Agathe Bousquet, CEO; Marco Venturelli, CEO/chief creative officer; Romulus Petcan, Gabriel Gherca, executive creative directors; Guillaume Sabbagh, copywriter; Marie Donnedieu, art director; Philippe Martin-Davies, Donya Bouzarjomehri, Kayla Shenassa, strategic planning; Chloé Frappereau, digital project director; Caroline Petrucelli, head of production; Benjamin Auberdiac, TV producer. Production DIVISION Laura Sicouri, director; Melodie Preel, DP; Hélène Daubert, exec producer; Ines Maillot, line producer; Clemence Janeski, chief decorator; Juliette Alleaume, stylist. Postproduction Prodigious Dehia Oussana, Thomas Savery. Postproduction Firm Indiana Bigot Sound Start-Rec Alex Jaffray, Mathieu François, Martin Sumeire, Chloé Prechac
The Best Work You May Never See: Ad Council, U.S. Dept. of Veterans Affairs, GSD&M, Director Andre Muir Show Us “The Bravest Thing”
As Suicide Prevention Month begins, the U.S. Department of Veterans Affairs (VA) and the Ad Council teamed with agency GSD&M to roll out PSAs for their national campaign: “Don’t Wait. Reach Out.” The initiative, which started in 2021, urges Veterans who are facing challenges to visit VA.gov/REACH, a comprehensive website that helps them access the many resources available.
The PSAs, including this one titled “The Bravest Thing,” were directed by Andre Muir of production house SMUGGLER. “The Bravest Thing” acknowledges that it can be hard for Veterans to reach out if they’re struggling--but in the eyes of their loved ones, seeking help is an act of bravery. By featuring Veterans alongside their friends and family, the film encourages Veterans to open up if they’re struggling and reminds everyone that they can play a role in supporting Veterans in their lives.
“When a Veteran is ready to reach out, VA is ready to provide services and support. One of the bravest things Veterans can do is ask for help,” said Dr. Matthew Miller, executive director, VA Office of Suicide Prevention. “These new messages are powerful and compassionate additions to the ‘Don’t Wait. Reach Out.’ campaign that features the voices of loved ones, underscoring the vital role that family and friends play in supporting Veterans. We all play a role in suicide prevention and this call to action engages community and connections, which are crucial in preventing Veteran suicide. Through this campaign, we can spread hope that Veterans, and all of us, can overcome crises and difficult life challenges.”
6,392 Veterans lost their lives to suicide in 2021, according to the latest data from the 2023 National Veteran Suicide Prevention Annual Report.... Read More