This was a pitch-winning campaign we created to launch the Renault Duster in the Latin American market.
In South America, the Renault Duster had long been seen primarily as a family car. However, the client wanted to reposition it as an off-road vehicle.
To change this perception, our strategy was to leverage the hype around the launch of Mad Max: Fury Road, which happened to coincide with our campaign. At that moment, everyone was talking about the new movie, including our target audience.
We drew inspiration from the trailer and previous Mad Max movies and created a battle between two cars, incorporating as many elements as possible from the franchise into our art direction.
Our commercial quickly became a trending topic and was one of the most memorable advertisements of the year in Brazil.
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