The new R5 is the most important launch of Renault for years. The R5 was an iconic model of the brand and the best-selling car in France in the 70’s and 80’s.

The re-launch of such an iconic model is an event, but all was recreated from scratch: 100% electric, using resourceful materials, with a visionary design it is a turning point from the brand. A revolution. And to make a revolution, we must leave the ancient world behind.

With the metaphor of this mountain made of old Renault cars, the quest of the new R5 is represented with poetry and epic visuals.

The challenge was to illustrate the ambition of the idea. How to create a mountain made of millions of car wrecks? The solution was to create a real structure, made of hundreds of old Renault cars where actor and stuntman can climb, jump and even sometimes fall. To feel the danger and the performance of the climb, we thought from the beginning we have to make it for real, to feel that our hero is grabbing real sheet metals that is almost breaking under his weight. We used CGI to extend the mountain around the real structure, to bring some poetry and magic in this world. Hundreds of 3D Renault cars were modelized and special VFX tools were created to gather them and build a credible and yet fantastic environment.

Published in Europe, the spot generated 2M impressions without a media boost. There were 17K interactions, hence a 1,66% virality rate vs. a 1,2%. Post-tests show that TVC achieves all its objectives in terms of impact, strategic fit and motivation.