Renault Australia releases first campaign with Daniel Ricciardo, coinciding with disappointing F1 Grand Prix
Renault Australia released its first campaign ‘Make the Move’ with new brand ambassador Daniel Ricciardo on Sunday.
The campaign coincided with Ricciardo’s first Grand Prix under this new partnership, which was marred with controversy.
Ricciardo suffered a setback in the opening seconds of the race, losing the front wing of his Renault Sport F1, eventually leading to his retirement on lap 32. In an interview after the race with Dutch broadcaster Ziggo Sport, Ricciardo proceeded to swear at a journalist standing behind him whilst wearing Renault-branded uniform.
The ‘Make the Move’ campaign, compiled well before the F1 fallout, features Ricciardo and the new Renault Koleos SUV, and seeks to capture his passion for Formula 1.
Andrew Moore, managing director at Renault Australia said: “It was important for us to stay true to what motivated Daniel’s decision to move to the Renault F1 Team. For us, it’s all about capturing the competitive spirit that Daniel possesses, and how this resonates with a local audience. Daniel showed the confidence to move to the F1 Team, and we believe that with this F1 pedigree supporting Renault vehicle engineering, more Australians can also have the confidence like Daniel, to consider making the move to Renault.”
Stephen Windon, the cinematographer behind some of the more recent Fast and the Furious movies, who worked on the campaign added: “Working closely with a Formula 1 driver is something that doesn’t come along frequently and presents us with a great opportunity to do something dynamic and exciting in a real-world setting.”
The television campaign will be supported by digital content including behind-the-scenes footage.
Credits
Client:
Terri Golder – General Manager, Marketing Communications
Emma Pinwill – Marketing Director
Hamish Fitzpatrick – Marketing Specialist
Creative & production: Big Red Communications Group
topics
Andrew Moore
Daniel Ricciardo
Formula 1
Formula 1 Rolex Australian Grand Prix
Renault
Renault Australia
