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.
Credits
Client 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
Home improvement retailer Wickes unveils its first major brand campaign, which is based on the idea that the DIY giant has everything its customers need to make them feel “as proud as a peacock.”
It’s the first brand work by creative agency St Luke’s, since winning the account 12 months ago. .
The TV campaign comprises three 20-second films, all featuring people browsing in a Wickes showroom, choosing designs, and visualizing their new kitchens and the compliments they will receive from their friends and family. The three films--directed by Neil Gorringe via production company MYTHSMYTH--each focus on Wickes’ kitchen ranges, price, and the design and installation help they offer.
In this film, a man sets the scene by saying to his partner, “You know what your sister is going to say though?” As the woman imagines her sister asking if they’d mind if she got a matching kitchen, feathers fan out behind her back.
Wickes has built a rich heritage of pride since its launch over 5o years ago. This work marks an evolution of strategy for the brand as it evolves “feel house proud” and introduces its new campaign line “Feel as proud as a peacock”.
The new campaign anchors it to the brand platform away from the focus on embarrassment, instead honing in on the pride aspect, to reflect the feeling of optimism that accompanies a home improvement project. Phil Spencer, property guru and ambassador for Wickes Kitchens continues to be the voice-over for the campaign.
“Our campaign reflects the real sense of pride that Wickes’ customers feel after improving their homes,” said Richard Denney, joint chief creative officer at St Luke’s. “Pride and peacocks go hand in hand, and research showed that even younger... Read More
