Friday 3rd July, London, UK:\u00a0Publicis London has created a trio of claymation films for Renault UK to showcase the retractable canvas roof on Renault 4 E\u2011Tech electric, ahead of the UK launch in September.<\/p>\n
Running across Renault UK\u2019s social channels from 29 June,\u00a0The Sunroof Open\u00a0taps into tennis season through a series of 30-second films. Each uses playful stop-motion to capture the feeling of open-air driving, inspired by some of the sport\u2019s most familiar moments, from seagulls swiping snacks to rain stopping play and balls flying out of court.<\/p>\n
Created with production company Mindseye and animator Alistair Nicholls, the films bring the roof\u2019s opening mechanism to life through hand-crafted animation. The series launches during tennis season, when many of the biggest tournaments are played under retractable rooves, creating a simple and recognisable link to the car\u2019s own opening roof. The result is a playful, culturally relevant take on a key product feature.<\/p>\n
Matthew Comras, Creative Director at Publicis London, said:\u00a0\u201cWe started with a simple, functional feature, the retractable roof, and asked how to turn it into content people would enjoy watching. By using recognisable sporting moments, the films show rather than tell how the roof opens up the world around you. Bringing that to life through hand-crafted claymation was key. You can feel the labour of love in every frame, which, in a world of AI-generated content, makes it feel much more human, more playful and more distinctive.\u201d<\/p>\n
Lawrence Hamilton, Head of Marketing, Comms, Digital & CRM at Renault, said:\u00a0\u201cAt Renault, we want to make cars that people love, that stand out that have some genuine character. The Renault 4 is a lovely refined electric car but it\u2019s party trick is that you can rip the whole roof off and enjoy the sun\u2026 and quickly whizz it back on when the uk weather resumes. Publicis London have dramatised this unique feature in a very clever and fun way right at the time people are thinking about other retractable roofs.\u201d<\/p>\n
CREDITS
CAMPAIGN TITLE: The Sunroof Open, presented by Renault 4 E-Tech electric\u00a0
\u00a0
CLIENT:\u00a0Renault UK
HEAD OF MARKEING COMMS, DIGITAL & CRM: Lawrence Hamilton
SENIOR COMMUNICATIONS MANAGER: Monica Forno
SOCIAL MEDIA MANAGER: Joshua Pilsbury
\u00a0
ADVERTISING AGENCY:\u00a0\u00a0Publicis London\u00a0
CHIEF CREATIVE OFFICER:\u00a0No\u00ebl\u00a0Bunting
CREATIVE DIRECTOR: Matt Comras\u00a0
COPYWRITER: Conor Daly\u00a0
ART DIRECTOR: Alexandra Binding\u00a0
DESIGNER: Michael Damasco\u00a0
SENIOR PLANNER: Sorcha Mellor-Reed
PLANNER: Guillermo Ibeas\u00a0
BUSINESS LEAD: James McGrath\u00a0
ACCOUNT DIRECTOR: Maggie Forrest\u00a0
ACCOUNT MANAGER: Lucy Wood
AGENCY PRODUCER:\u00a0Daisy Bambridge\u00a0
AGENCY PRODUCE: Bea Icke\u00a0
MEDIA BUYING AGENCY: OMD\u00a0
PRODUCTION COMPANY: Mindseye<\/p>\n","protected":false},"excerpt":{"rendered":"Friday 3rd July, London, UK:\u00a0Publicis London has created a trio of claymation films for Renault UK to showcase…\n","protected":false},"author":2,"featured_media":45783,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13063],"tags":[4082,4084,4085,30744,30745,12198,14052],"class_list":["post-45782","post","type-post","status-publish","format-standard","has-post-thumbnail","category-renault","tag-agency","tag-brands","tag-campaign","tag-claymation-series","tag-electrics-sunroof-open","tag-renault","tag-renault-4-e-tech"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts\/45782","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/comments?post=45782"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts\/45782\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/media\/45783"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/media?parent=45782"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/categories?post=45782"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/tags?post=45782"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}