Renault

During a period of economic recession in Portugal, Renault asked us to promote their small cargo trucks through a standard print ad — limited assets, tight brand guidelines, and little room to maneuver. But instead of highlighting specs, we saw a bigger opportunity: position the truck as a path to self-employment for the country’s growing population of laid-off workers.

We reimagined the vehicle as a mobile storefront. Using a stock image, we photoshopped a classic “Open” sign onto the back of the truck — something you’d expect to see hanging in a neighborhood shop window. The tagline: Ready for business. That simple shift reframed the entire product narrative and became the foundation for a larger campaign.

We expanded the concept into a full rollout, including OOH, POS material, banner ads brochures, a lead generation funnel page, and street activations in Lisbon and Porto featuring real modified trucks built out for trades like electricians and mechanics. The campaign also partnered with early YouTube creators, who used the trucks as backdrops for how-to content — connecting aspirational utility with real-world use. Meanwhile, the PR team secured strong national media coverage, with headlines like “Renault offers a path to those looking for work.”

The results were immediate: over 1 million views across YouTube, a 37% increase in dealership inquiries, and more than 5.8 million media impressions. The campaign was so successful it was later expanded to six other markets.

What began as a simple magazine ad became a message of resilience — and a smart repositioning of product in service of people.

Integrated Campaign Including OOH, Activation Events, Social Media Content (Partnership with Youtubers), Media Outreach (Extensive Media Coverage), POS Marketing Material, Digital Banner Ads, and Lead Generation Funnel Page

Check out other projects