Renault – Time-Fighters
Award: Graphite Pencil
Graphite Pencil / Creative Transformation / Products / 2024
Award: Shortlist
Shortlist / Impact / Collaboration
Award: Shortlist
Shortlist / Creative Transformation / Brands
Firefighters should be called Time-fighters. They are constantly fighting against time.
This film tells the story of the unique cooperation between a car manufacturer and firefighters to help them save time.
The story is told from the point of view of the real firefighters, who talk about the innovations resulting from their collaboration with Renault since 2010: the QRescue that helps gain 15 minutes in intervention, the Fireman Access that extinguishes a fire in a few minutes vs. several hours.
What did the judges have to say?
Most car companies focus on pre-collision safety; this one thinks about post-collision safety and approaches its design problems. This is game-changing.
Masaya Asai, CCO, Droga5 Tokyo part of Accenture Song
Renault managed to deliver business transformation on many fronts: solve a consumer problem, create a new B2B business model that works not only for Renault EVs but for other brands as well, and all while doing good for the planet. We should reward when big brands manage to deliver transformation like this, it's not easy.
Camila Moletta, Design Director LATAM, The Coca-Cola Company
A lot has been done in the automotive industry, but Time Fighters felt like a fresh and different approach to communicating safety.
Wain Choi, Chief Creative Officer, BLKW