Global Agency of the Year:
Publicis Conseil, Paris
Bronze
Creativity In PR
Automotive
| Entrant: | Publicis Conseil, Paris |
| Brand: | Renault |
| Title: | "Safety Car" |
| Corporate Name of Client: | Renault |
| Agency: | Publicis Conseil, Paris |
| Agency CEO: | Marco Venturelli |
| Agency President: | Agathe Bousquet |
| Agency Global Chief Creative Officer: | Marco Venturelli |
| Agency Executive Creative Director: | Marcelo Vergara |
| Agency Copywriter: | Arnaud Cherbonnier |
| Agency Art Director: | Vincent Tavernier |
| Agency Head of Production: | Patricia Lucas |
| Agency Producer: | Emilie Cointot |
| Agency Strategy Director: | Philippe Martin-Davies |
| Agency Group Account Director: | Hugues Reboul |
| Agency Account Team: | Emmanuelle Woehrel/Faustine Leblan/Julien Bezault/Agathe Morandeau/Evan Chuberre |
| Agency Planning Director: | Nicolas Izel |
Cultural Context:
"The emotional and reward system of the brain is maturing. When driving it is normal for teenagers not to understand all the risks, which is why they push the limit on the road. "
Gregoire Borst – Professor of Cognitive neuroscience at Université Paris & Research Associate at Cognitive Neuroscience Harvard university Speeding : the N1 cause of mortality of young drivers in France & 90% admit exceeding the speed limit.
42% of deadly accidents of young drivers (18-to 24 y.o.) are due to speeding. Ahead of alcohol/drugs. 90% admit exceeding the legal speed limit vs 27% of all drivers.
Young driver in France ; an official 3-year apprentice period.
They must drive slower, going against their nature.
After passing their driving license, they enter an official 3-year probation period with the status of “apprentice” & driving with an “A” sticker on their car.
They must drive slower at 110 kmph vs the max normal speed of 130 kmph. EU forced car manufacturers to create a speed warning system, that can be turned off.
Since 2024, all new EU cars must create beeping sounds when excess speeding. But a click can turn the speed limiter system off.
Renault: automobile brand genuinely committed to everyone’s safety on the road.
With HumanFirst programme, innovating for safety. All Renault cars are limited to 180 kmph, lower than rivals.
That speeding was perceived as fun, cool and not irresponsible & dangerous.
We then engaged Gregoire Borst, Cognitive Neuroscience at Université Paris Descartes & Research Associate at Cognitive Neuroscience Harvard University, who confirmed: « Under 25 years of age, the emotional and reward system of the brain is still maturing. There is an imbalance in the development of the limbic system and prefontal cortex, that is involved in the regulation of risk & impulsivity » « When driving it is normal for teenagers not to understand all the risks, which is why they push the limit on the road. » This led to the key insight: “If young drivers push the limits on the road, their car should not.”
Not an option they can turn off, it’s a hard engine set. Installed only by Renault, in 500+ garages. For 59 Euros, in 30 minutes. Available on Renault Clio (5th Generation). France’s most sold car and the the car most driven by young drivers.
Available on all new Clios and retrofittable on 379,000 Clios already on the road.
Estimated that 84 000 young drivers drive Clios right now. Launch engaged Pierre Gasly, F1’s official safest driver to create an entertaining campaign, around a responsible message : Drive Slow.
In the film, we see him become a driving instructor. Teaching a young apprentice to drive slowly around the world’s most famous F1 circuit: Monaco.