With the R4 E-Tech electric, Renault was reviving one of its most iconic models.
Everything then hinged on the brand's ability to re-inscribe this icon into today's uses and cultural references, far beyond the sole automotive world.
We accompanied the launch of the Festival, a three-day event designed to bring together music, pop culture, and mobility.
Distribution of five press releases in order to gradually establish the event in the media landscape before its opening.
Invitation from National and Lifestyle Media to cover the festival, meet the brand's spokespeople, the guest artists, and several personalities present on-site.
Lifestyle influencer mobilization such as @not_so_superflu, @tweeezy, @clemdelacreeme, @salade_toto_oignon and @maximemusqua to keep the event alive within their communities.
Artistic programming valuation including Clara Luciani, Kavinsky, and The Blaze, to position the launch within a cultural and generational context.
By associating the R4 with artists, content creators, and lifestyle media, Renault has reintroduced this model into the collective imagination in a new light.
