R5 IS BACK
Mission:
The Festival of Lights was given the exciting task of creatively visualizing Renault’s mission for sustainable mobility and innovative technology. The relaunch of the Renault 5 as an electric vehicle was to combine the iconic design with environmentally friendly drive technology and appeal to a broad audience.
Implementation:
The idea was to transform the relaunch of the Renault 5 electric car into a dynamic, digital and emotional message. The legendary Renault 5, which became a cult car in the 70s, was to be staged as a “new icon” – modern, electrifying and timeless at the same time.
The Renault 5 was staged with spectacular projections on the Berlin TV tower and the Hotel de Rome. The installations combined the classic design of the car with modern, luminous effects and vibrant colors, reflecting the vision of the car as an electric model of the future and allowing the audience to experience the unique character of the car anew.
Success:
Strong audience response: The Renault 5 thrilled festival visitors and attracted the attention of a diverse audience – from car enthusiasts to families. The mixture of nostalgic charm and modern electric mobility met with great approval and was widely celebrated.
With the impressive staging at the Festival of Lights, which conveyed both nostalgia and a forward-looking aesthetic, we achieved Renault’s goal of increasing the visibility and emotional attachment to the brand – and thus created valuable points of contact for partnerships and investments in the field of electric mobility. In addition, the campaign emphasized Renault’s commitment to an innovative and sustainable future.
