A bold move for a carmaker, with the Law on Mobility, just passed to make everyday transport more accessible, better adapted to the diversity of needs, and cleaner, Renault wanted to say more than the usual hybrid messages most were using. Because for the maker of ‘Voiture à Vivre’ driving clean seemed like a lofty ambition but not driving at all, an even better response to the challenges of today.

Enter ‘Unprecedented choice’: a creative idea big enough to paint a new image of Hybrid drivers, and flexible enough to accommodate messages addressing other barriers to purchase.

A unique context, with a growing discourse around cleaner, softer mobilities, the new expectations from carmakers to step up their games and address pressing concerns to take actions and improve their powertrains offering standards, and a recently passed law in France. 

Renault had a small window of opportunity to reposition the Captur, its versatile urban SUV as the urban vehicle of choice for the changing cities and the changing habits of its younger target audience that was not only demanding hybrid vehicles but also seeing their cars as one mean of transportation amongst many others.