• MEDIA INNOVATION • RENAULT • PUBLICIS COLOMBIA

THE WILD SIDE
OF SCÉNIC.

CUSTOMER

Sofasa Renault

AGENCY

Publicis Colombia

MY ROLE

Art Director

PRINT • SOFASA RENAULT • PUBLICIS COLOMBIA
SILVER PRINT • NOVA
BRONZE PRINT • NOVA

01 THE CHALLENGE

Reposition a family vehicle as the go-to choice for adventure.
Renault was launching the Scénic Sportway in Colombia. The challenge? Most people already saw it as the family car parked next door. The real task wasn’t selling the vehicle it was changing the way people perceived it.

02 THE IDEA

We turned a chocolate bar wrapper into a test drive invitation.
We distributed Jet chocolate bars through dealerships and other high-traffic locations. Inside each wrapper, people discovered a collectible wildlife-style profile that reintroduced the Scénic Sportway as an adventurous species. The test drive invitation was hidden inside the chocolate.

03 HOW THE IDEA WORKED

Turning an everyday routine into a branded experience.
01

People received a Jet chocolate bar at Renault dealerships and other strategic locations.

02

Inside, they discovered a collectible wildlife-style profile featuring the Scénic Sportway.

03

The piece highlighted the vehicle's design, safety, comfort, and adventurous personality.

04

The final call to action invited people to experience it firsthand through a test drive.

05

A simple interaction that turned curiosity into dealership visits and reinforced the brand's adventurous positioning.

No mass media. No billboards. Just a chocolate bar doing all the work.

04 RESULTS

A Successful Launch.
During the launch month of the Renault Scénic Sportway in Colombia.
Dealership visits during
the launch campaign
0
Scénic Sportway
units sold
0
Renault became Colombia's second
best selling automotive brand in 2007
0
Market share in
Colombia
0 %

05 MI ROL

ART DIRECTOR

CONCEPTO VISUAL

DIRECCIÓN DE ARTE

PUBLICIS COLOMBIA

Mi responsabilidad fue la dirección de arte integral de la pieza: la diagramación de la lámina interior, la selección tipográfica y el sistema visual que hacía que la Scénic se leyera como una especie salvaje. Desarrollado en dupla creativa.

05 MI ROL

ART DIRECTOR
VISUAL CONCEPT
ART DIRECTION
PUBLICIS COLOMBIA

I led the art direction for the entire experience, creating the editorial layout, typographic system, and visual language that reimagined the Scénic Sportway as a wild species. Developed in creative partnership with a copywriter.