Renault
The Birds & The Bees
We needed to create awareness around Renault’s newly launched electric and hybrid models. The only problem is that the Nordic market already knows all the benefits of electric cars. They are better for the environment, they're quiet and every brand says their cars have the longest range. We needed to find a reason people hadn't heard before to reach through the noise.
As it turns out, air pollution (from combustion engines) leads to a decrease in human sex drive by up to 30%.
And as a French car manufacturer with a brand promise such as "Passion for Life", Renault simply had to start developing electric cars.
Credits:
CD/Creative:
Jakob Swedenborg
CW/Creative:
Erik Wingfors
Producer:
Carin Lagergren
Account Director:
Peter Bergendahl
With its French heritage, Renault is all about passion – Passion for people, passion for life. But a problem has emerged. According to research, air pollution disrupts passion on a biological level, thereby threatening our very existence and life.
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Air pollution interferes with insects’ pheromone signaling – leading to a declining number of pollinating Bees (University of Reading).
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Noise pollution drowns out birds’ ability to communicate, leading to solitude and reducing pairing by up to 15% (Live Science).
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Air pollution causes a 30% reduction in human sex drive due to its adverse effects (Nature Magazine).
This means that pollution leads to a lot less passion and therefore a lot less life. And since Renault is all about passion – they needed to do something about it. The result: Five new electric and/or hybrid models. All in the name of love and passion.
Client: Renault
Agency: Saatchi & Saatchi
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