Renault 'When Things Go Downhill'

Renault ‘When Things Go Downhill’

RADIO

Renault ‘When Things Go Downhill’ – Wind Radio

Renault ‘When Things Go Downhill’ – Snake Radio

PRINT

Renault ‘When Things Go Downhill’ – Wind Print

Renault ‘When Things Go Downhill’ – Snake Print

ABOUT THE WORK

It all started with a simple feature: the new Renault Duster comes with Hill Descent Control, designed to keep you in control when the road goes downhill, especially when you’re out in the great outdoors.

But instead of simply telling people about the feature, we decided to sell the moment it was made for.

And that meant taking a fresh, more entertaining approach to selling a car. Rather than making another campaign about specifications, capabilities and cars conquering landscapes, we let the landscape do the selling.

For radio, nature became the narrator. We created a series of funny, cautionary tales about situations that went downhill quickly, using the great outdoors to dramatise exactly why Hill Descent Control matters. Each story turned a potential disaster into a reason you’d be better off in a Renault Duster.

For print, we took the idea even further. A series of ads appeared to be topographical maps at first glance. But on closer inspection, each landscape revealed a story of something going downhill in the great outdoors, with the narrative winding seamlessly along the mountain’s contour lines. As the landscape descended, so did the story, transforming the terrain itself into the punchline.

By turning a practical car feature into a storytelling device, we found a more unexpected, playful way to sell the Renault Duster. We weren’t just showing people what the car could do. We were having fun with the very moment it was designed to handle.

Because when things go downhill, you’ll wish you were in a Renault Duster with Hill Descent Control.

CREDITS

Brand/Client: Renault
CMO or Marketing Director: Nosipho Manitshana
Marketing Manager: Lee-Anne Stanton

Agency: M&C Saatchi Abel (Up & Up Group)
Account Management: Inga Ncetani
Agency Art Director: Lusanda Buthelezi
Agency Managing Director: Lindsey Reyner, Masego Motsogi
Agency Producer: Tlhogi Mothobi
Animator: Zanozuko Ledwaba
Creative Director: Zanele Kabane, Lusanda Buthelezi
Executive Creative Director: Monde Siphamla, Jake Bester
Group Chief Creative Officer: Neo Mashigo
Illustrator: Clint Campbell – Studio Muti
Media Agency: Connect
Performance: Camilla Waldman, Warren Masemola, Fiona Ramsey
Radio Director: Zanele Kabane
Recording Studio: Howard Audio
Sound Designer: Paul Theodorou
Writer: Zanele Kabane, Andile Ndaba