Publicis has won a bronze for Best Integrated Campaign at the Art Directors Club Awards for its ’12 Second Strip’ campaign for Renault UK.
The campaign, which was created by Publicis London, with Publicis Modem, was launched in late summer 2010 to support the Renault Wind Roadster model. It encouraged people to record themselves stripping to a single layer of clothing in less than 12 seconds, reflecting the time it takes for the Wind Roadster to open its roof.
Participants who uploaded their clips to 12secondstrip.co.uk or on Renault’s YouTube page stood the chance of winning one of the new cars. The campaign also encouraged people to film themselves stripping at outdoor locations in Manchester and London displaying 12secondstrip ads on digital screens, as well as at local Renault dealers.
The campaign for the Renault Wind Roadster – directed and shot by Perou – has previously won silver and bronze at the Epica awards 2010.
The ADC Annual Awards competition, currently in its 90th year, recognises the best work of the year in print and broadcast advertising, interactive media, graphic design, publication design, packaging, photography and illustration.