PARIS, FRANCE — After having revolutionized the entry-level automotive market with Logan, Sandero, then the SUV segment with DUSTER, Dacia is now redefining the all-essential electric vehicle with the new Dacia Spring.
Agile, robust, spacious, and equipped with a 100% fully electrified engine with an autonomy of 230 km WLTP (305 km for city driving), Dacia Spring unveils a new era: electric mobility accessible to everyone. Dacia Spring will be the most affordable electric car in the European market.
Which is quite simply, revolutionary.
To commemorate the arrival of a new model with a catchy name, DACIA, naturally chose the first day of Spring to open pre-orders online starting from the 20th of March 2021 – Spring is coming!
Because one can be essential while remaining fun, Dacia and Publicis Conseil created a campaign that is vibrant in colour yet staying in-line with the brand’s philosophy of offering accessible cars to everyone, with all the essentials.
The campaign was filmed in Madrid by James F. Coton, featuring a reorchestration of ‘Mad World’ setting the stage with two parallel and opposing universes side-by-side and without judgment: a universe of hyper-exclusivity and one of inclusivity with Dacia.
This message is encapsulated with ‘Some things should be accessible to everyone. Just like electric cars’ alongside the campaign slogan ‘New Dacia Spring. 100% Electric. Exclusive for Everyone’. Further highlighting the car’s accessibility.
Queueing up to buy a pair of ultra-limited-edition sneakers, entering a club through the ‘VIP’ entrance, or even buying a pair of designer earphones with a hefty price tag, Dacia presents itself as an alternative for people searching for the essential at the best price.
This campaign shakes up once again the codes and positions Dacia definitively as the troublemaker of the automobile market. As the brand that offers, quite simply, all of the essentials.
A complete 360 launch, with a focus on digital media, will be rolled out starting from the 18th of March.
This campaign will be on-air simultaneously on the 20th of March, the first day of Spring, across all the markets that offer Dacia Spring.
CREDITS
Dacia – Client team
Xavier Martinet, Valérie Candeiller, Giovanni Costa, Mattieu Rater
Publicis Conseil – Agency team
President overseeing creativity: Marco Venturelli
Creative Directors: Romulus Petcan et Gabriel Gherca
Art Director: Corentin Salignat
Copywriter: Guillaume Sabbagh
Agency producer: Sophie Megrous
Strategic planning lead: Shashank Hariharan
Agency account leads: Laurent Duvivier, Victor Maier, Andrea Lassort, Mathilde Lacour
Production
Director: James F. Coton
Production company: Phantasm
Producer: Gary Farkas
Prodigious Co-President: Christopher Thiery
Post-production (Prodigious): Jean-Philippe Tapia
Sound Production (Prodigious): Carsten Krueger
Business Affairs (Prodigious): Camille Masse, Jeanne Duclos, Kamilla Boussouf
Music:
Title: Mad World
Composer: Roland Orzabal
Perfomer: Noëm
Editions: BMG Rights Management (France) S.A.R.L. (SACEM) obo BMG Rights Management (UK) Limited (PRS / MCPS) obo Roland Orzabal Limited (NS)
