Renault's Professional Portraits

Renault has just launched the new version of its iconic Kangoo onto the utility vehicle market, with a new design (front and dashboard), 3 front seats and a new range of engines including the Energy dCi 90hp, which leads its segment in terms of fuel consumption and CO2 emissions.

Renault Kangoo, a leader in the utility vehicle market in Europe for nearly 14 years, is positioned as ‘the bespoke small van for demanding professionals,’ a vehicle that supports manual workers, tradesmen and retailers in the daily tasks of their trades.

To support the launch, Renault and Publicis Conseil have developed a campaign comprising four visuals that depict four tradespeople: a fishmonger, a welder, a plumber and a florist.

The creative concept: to revive the fashion for the portraits with which the wealthy middle classes and aristocrats used to adorn their walls as evidence of their success, including imitating the practices of the time, right down to the use of light.

The tradesmen strike a proud and ambitious pose, conveying the quality of their work and a sense of satisfaction thanks to Renault Kangoo, which has contributed to their success.
This is a campaign that finally enables Renault to claim and reaffirm its rightful place and image as the leader in the utility vehicle market in Europe since 1998.

Renault and Publicis Conseil chose to focus on an original and aesthetic visual that enhances both the individuals and their status. The campaign was entrusted to Frieke Janssens, a photographer whose eye perfects her subjects by taking the tradespeople out of their daily environment and setting them in a glorified dimension.

The launch package in the press, on billboards and on the Internet is being rolled out in various countries including Romania, Belgium, Portugal, Ireland, England and Lebanon.

Renault    
Steve Norman, Caroline Méchai, Olivier Dupuis, Laurent Dagas 

Publicis Conseil
CCO                        Olivier Altmann
Creative Director                Christophe Perruchas
Art Director                    Raphael Halin
Copywriter                    Benjamin Sanial
AD Assistant                    Juliette Leclerc

Account Managers    Patrick Lara
Franck Agnel
Sigolène Naugès
Hélène Duvoux-Mauguet
Adeline Blanc

Photographee             Frieke Janssens

Production 
Art Buyer                    Jean-Luc Chirio, Soone Riboud
Print Production                 Elysian Fields

Media Plan                    Press, outdoor, web