Renault spreads a bit of French joy to the North of England
In a mission to bring joie de vivre to the town of Gisburn, Lancashire, in the North of England. Renault has teamed up with a French man called Claude, Publicis, Publicis Modem and Jam, London.
According to the story Gisburn has no Méganes, and therefore not so much joie de vivre.Our French friend Claude wants to find out if a car can change a village, and makes the trip from his stylish hometown of Menton on the Côte d’Azur to explain to the Gisburn locals that towns with more Mégane’s have higher fertility rates, and more of this ‘joie de vivre’ stuff. After meeting and greeting the people of the village, disrupting cattle markets and pubs along the way, Claude hosts the Festival de Joie on local playing fields, which despite very English weather still attracted around 300 bemused faces.
The highlight of the campaign short documentary, directed by Oscar-nominated director Henry-Alex Rubin, is hosted on a microsite, which also gives people the chance to win prizes, a ‘Joie de Vivre’ psychometric test and a chance to compare how joyful their town is with others. Visitors could also ‘bet’ on aspects of 10-day journey Claude made to Gisburn using gaming ‘chips’ awarded by Facebook friends.
Tom Ewart, executive creative director at Publicis, says: ‘We genuinely had no idea of what the outcome would be, or even whether a car could actually change a town. Luckily it did! The client has nerves of steel – they weren’t even on the shoot because it would have given the game away – and it paid off. The 11-minute film goes beyond advertiser-funded programming, it’s the next generation, playing to the rules of programme-making, not ad-making.’
Húsares 2201-2299, Ciudad Autónoma de Buenos Aires, Argentina
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