Renault Laguna Takes Street Art Approach via Repetition

May 10, 2011 by Ryan Lum - 2 comments

Renault recently ran a campaign for the new Laguna, a 4-wheel steering vehicle. Publicis Conseil, the advertising agency responsible for the campaign, took a street art approach and when through the city  and placed a sticker of the new vehicle on random building walls. This form of marketing reminds us of Street Artist, Shepard Fairy who placed  an image of André the Giant  across many cities across the U.S.A. Over time the artwork has been reused in a number of ways and has become worldwide, following in the footsteps of World War II icon “Kilroy Was Here”. At the same time, Fairey altered the work stylistically and semantically into the OBEY Giant.

This particular campaign was set out to introduce the new Renault Laguna, a 4WD automobile with 4 wheel steering for shorter turning radius. The stickering campaign was set out to project this message to the public.

Is this campaign effective and does it convey the message clearly? Let us know by commenting below!