Renault : The Megane Experiment

Can one car change a town?

Published On
Aug 04, 2010

Editor's Pick

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.