Renault focuses on boredom

Promoting young talent Recently in Paris. Advertising Week visited the bestYET, a European creative competition. Advertising talents from all over the world competed against each other. The participants had to design a campaign for the Eco2 eco-label. Renault's seal of quality had to be presented as creatively as possible. During the competition, Renault's head of marketing paid the youngsters a visit to get an idea of their creative achievements. He praised the fresh ideas and approaches of the young agency talents (column on the right). Four weeks later, an advertisement from Renault caught the eye of Werbwoche: "Everyone is talking about environmental protection. Renault acts." This is followed by a lot of text. It could be the briefing of the bestYET that was printed. What's more, the design is reminiscent of the first layout attempts of a graphics apprentice. The wrong message to send to young creatives. Opel, on the other hand, is fun. The ecoFlex program, which is currently the subject of a TV campaign, may not be based on a funny idea, but the images in the commercial evoke emotions. (cl)