Renault Promo, Case study STUPID ART by Publicis Buenos Aires

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Industry Traffic safety
Media Promo & PR, Case study
Market Argentina
Agency Publicis Buenos Aires
Creative Director Laura Visco - Sebastian Visco
Art Director Ezequiel Orlandi - Sebastián Visco
Copywriter Marcelo Vergara
Producer Diego Zappalá
Photographer Marcelo Orueta.
Account Supervisor Tomás Fitz-Simon
Released March 2012

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: RENAULT
Product/Service: ROAD SAFETY
Chief Creative Officer: Fabio Mazía (Publicis)
Executive Creative Director: Marcelo Vergara (Publicis)
Copywriter: Marcelo Vergara (Publicis)
Art Director: Ezequiel Orlandi (Publicis)
Photographer: Marcelo Orueta (Publicis)
Account Supervisor: Tomás Fitz-Simon (Publicis)
Advertiser´s Supervisor: Natasha Yasbitzky (Publicis)
Account Manager: Andrea Miscione (Publicis)
Creative Director: Laura Visco - Sebastian Visco (Publicis)
Planner: Fernando Bozzoletti (Publicis)
Producer: Diego Zappala (Publicis)
Media placement: Installation - Exterior Locations - 17 March 2012

Insights, Strategy & the Idea
In Argentina, traffic accidents are the leading cause of deaths amongst people under 35, and the most common reason for the accidents is always the same – Alcohol. But in spite of many campaigns that strive to create awareness about this problem, the number of accidents keeps increasing. That’s why Renault decided to send out a different awareness message, without using regular media such as print, radio or television. Renault created an exhibition of ‘Stupid Art’ in some of the most visited squares of Buenos Aires. The exhibition showed people the effects of alcohol from a different perspective, generating consciousness about the catastrophic consequences of alcohol.

Creative Execution
Art has always been used to express society’s problems, but never to try to eradicate a problem in particular. Stupid Art was the first show that showed the consequences of drinking and driving as works of art. Not as any art, but as the stupidest kind of art.
To develop this exhibition, well known local artists were called in and asked to reimagine various accidents that had occurred thanks to alcohol. The artists reimagined each accident, and transformed it in to a work of art with their own specific vision.
These artworks formed the first exhibition of Stupid Art, which toured all the major squares of Buenos Aires, in a way that thousands of people could experience it, and hopefully be more aware of the problem.

Results and Effectiveness
•In just the first 3 days, over 6,000 people visited the exhibition.
•The exhibition was featured on national television and major newspapers.
•Over 60 blogs and prominent websites commented on the exhibition.
•During the exhibition, Renault Argentina’s website had 250% more traffic than the month before.
•The show was blogged, posted and commented on 15,000 times on Facebook, Twitter and Pinterest.