|Industry||Shows, Events & Festivals, Sport Cars|
|Media||Design & Branding, Case study|
|Agency||Publicis Conseil Paris|
|Executive Creative Director||Marcelo Vergara, Cédric Guéret|
|Senior Art Director||Cédric Auzannet|
|Senior Copywriter||Jean-Laurent Py|
Credits & Description
When Renault started in Formula One, 40 years ago, they equipped their car - the RS01 - with a revolutionary – but unstable - turbo-charged engine. So the yellow RS01 often entered the stands lane streaming white smoke. Ken Tyrrell, the boss of the eponymous team, seeing the smoking car pass in front of his garage, yelled out the nickname “Yellow Teapot” as a joke. The expression was quickly adopted and the RS01 was thereafter nicknamed The Yellow Teapot. But Renault kept on working…and finally won its first GP only two years after.