• Situation : There is a broad consensus around the need for change : the world is now aware that it is fragile and limited. Climate change, resource preservation and evolving mobility habits are radically reshaping the automotive industry’s future

• Brief : In this new context, the ‘Voitures à Vivre’ brand needs to reinvent itself to remain a motor of societal progress.

• Objectives : Reinventing Voitures à vivre : from cars to live  cars to care. Care for people, care for the environment.

To fully immerse the viewer and evoke their own car memories, each scene is filmed from inside the car cabins, getting up close with the protagonists and considering the actual space of each vehicle.

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% benchmark FY2022. Post-tests show that TVC achieves all its objectives in terms of impact, strategic fit and motivation.