Global Agency of the Year:
Publicis Conseil, Paris
Finalist
Non-Traditional
Corporate Purpose/Social Responsibility
| Entrant: | Publicis Conseil, Paris |
| Brand: | Renault |
| Title: | "UN.Patent" |
| 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: | Morgan Carrio |
| Agency Art Directors: | Edgar Heusch/Victor-Emmanuel Henrion |
| 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 Planner: | Nicolas Izel |
Cultural Context:
Renault was the European pioneer of electric cars with the Renault Zoe, launched back in 2012. Helping to transform European society towards more sustainable mobility.
The good news : now the world is really transitioning towards electric vehicles. There are 75 new EV brands since 2017. Sales are accelerating worldwide. In China, 6 out of 10 sales are electric & 4 out of 10 in Europe.
The bad news : Electric vehicles present new dangers to our safety, putting everyone on the road at risk. Batteries can catch fire & then burn road-side for hours. Passenger extraction after an accident has become much more complicated with tech & batteries involved.
Fortunately, Renault has 15 years of expertise in electric vehicle safety and has developped many patented innovations and technologies to ensure electric cars are safer. Most have been developped with firefighters to ensure optimal safety results in real accident conditions.
This is the case of Fireman Access, a breakthrough that allows the rapid extinction of electric battery fires in less than 10 minutes vs an average of 4 hours with other constructors. Saving time for first responder to move onto other emergencies and dramatically reducing water waste.
Fireman Access is the first patent Renault is now publicly sharing through UNpatent.
In this highly competitive market, brands are aggressively competing with flashy innovations like “Insane Mode” and self-parking. Those are cool. Those sell cars.
BUT one item suffers when EV sales surge: Our safety. Because electric cars have their own safety problems like battery fires and the sad reality is that EV brands don’t try to fix them. It’s just not that marketable.
Renault has a unique know how of electric car safety, with 15 year’s experience and a unique collaboration with firefighters. It’s led to dozens of patents to fix these EV safety issues.
Renault wanted to put these patents to the ultimate usage: better road safety for all.
UnPatent does this. Ensuring our safety is not a exclusivity.
UnPatent was launched with the United Nations, to give the platform 1/huge credibility 2/an immediate worldwide audience at the Road Safety Conference, with 50+ car constructors present.
UnPatent is a platform available on renault.co.uk/safety/universalpatent , allowing constructors to explore the different patents available and in one click ask Renault for access to the patent.
UnPatent was communicated in selected newspapers, events and a film to target automobile decision-makers and the industry at large.