Renault’s 'Look Back, to Move Forward' Campaign Kicks Off Ahead of Six Nations

Rugby is the only sport in which backward passes are mandatory to advance and gain ground. This unique feature is part of what makes the game so beautiful.

Today, the French national team is a solid, mature one. They have learned from their difficulties, failures, and victories to improve their game and keep moving forward.

For its part, Renault has contined on its path by reinventing models that have made it successful in the past—the Renault 5, Renault 4, and now the Twingo—to affirm its commitment to reducing its carbon footprint. The brand continues to reinvent the spirit of 'cars for living' and pave the way for more sustainable, more human, and resolutely modern mobility.

Publicis Conseil's film features Damian Penaud, star player and record try scorer for France's national rugby team, Mickaël Guillard, promising talent in the team, and Fabien Galthié, their manager.

In the middle of a match, when Damian Penaud seems to be blocked, an inner voice calls out to him and tells him to look behind him. Time stands still, and he sees all the moments, training sessions, achievements, and trials that led him to this moment.

At the end of the film, we discover that this voice belongs to Fabien Galthié, his manager. Damian Penaud looks behind him and sees his teammate Mickaël Guillard at the other end of the field. He makes a long pass to him and Guillard scores a try. The film signed “look back, to move forward,” then reveals the old Renault 5, Renault 4 and Twingo, which are giving way to their new electric versions.

It is the orchestral trip-hop track 'Clubbed To Death' (Kurayamino variation) by Australian artist Rob Dougan, a song made popular by the movie The Matrix, which provides the campaign with musical support that is both impactful and introspectively profound.

A cross-media European campaign

In France, the film is broadcast on television, digital media, and social networks since January 29, ahead of the Six Nations tournament, which kicks off on February 5 with a match between France and Ireland at the Stade de France. It will be accompanied by press inserts in sports and rugby newspapers and magazine.

The campaign will be broadcast during all the major rugby events throughout the year, in France and Europe.

Arnaud Belloni, global chief marketing officer – Renault said, “When you're a rugby fan, you know that looking back is how you gain ground. It's an approach that seems counterintuitive at first glance, but it resonates with me and makes perfect sense for Renault today. We are proud to be a premium partner of the French Rugby Federation and their promising teams.”