Publicis London recently launched The Megane Experiment for Renault, promoting the brand's Megane model. The integrated effort that stars an actor named "Claude," who drops into the Megane-less town of Gisburn, Lancashire,spreading his message of "joie de vivre" and extolling the merits of owning the vehicle.
Claude pretends to be a "joie de vivre" expert from Menton,France, home of many Meganes and over a week encourages the listless townspeople to embrace a joy for life in unusual ways. He holds a lesson in "joie de vivre at a local school, convinces a local pub owner to change his "White Bull" tavern to "Boeuf Blanc," and holds the "Festival de Joie," where he raffles off his own Megane.
Smuggler director Henry-Alex Rubin spent five days shooting 48 hours of film documenting the experiment, which rolls out over TV, cinema, digital and social media.