This idea was created for a competitive pitch.
Renault needed to reposition the Duster as a true off-road vehicle at a time when Jeep was entering the Brazilian market and redefining the category.

At the time, the Duster was seen as a family car.
To change that perception, we tapped into the excitement surrounding the release of Mad Max: Fury Road, which premiered at the same time as the launch of the new model.

The film's cultural relevance gave the Duster an immediate association with toughness and adventure, reinforcing its new positioning in a way that felt both timely and authentic.

The idea stood out during the pitch and went on to become one of the year's most memorable automotive campaigns.