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Publicis takes to the track with Renault
The 2005 Grand Prix season saw Renault take the F1 Constructors' Championship and Spanish prodigy Fernando Alonso seize the Drivers' title, providing Renault and global ad agency Publicis a golden opportunity to polish 'Brand Renault' on the track and on the road. Publicis Paris briefed six of its international offices to create a print and outdoor campaign with global appeal. The aim was to exploit the common ethos that links Renault's road-going cars with their racing counterparts. Criteria for acceptance included showcasing Renault's products, the use of universal imagery and adherence to international outdoor standards.
Two South African entries were given an enthusiastic 'oui', with one being given the green light for worldwide use. This outdoor execution turns on the age-old question, 'which came first, the chicken or the egg?'
Conceived by creative team Steve Clayton and Matthew Berge, it features an image of Renault's Megane Sport alongside Alsonso's successful R25 racer. The words 'Chicken' and 'Egg' appear beneath the road car and the F1 car respectively.
Kady Winetzki, Executive Creative Director, says: "This isn't the first time Publicis South Africa has been invited to pitch against our sister agencies internationally and been successful. Seems local really is lekker."
From November, consumers can see these hoardings at major intersections in London, Paris, Moscow, Prague, Sandton and Cape Town.
