Creative promotions for the automotive industry abound, yet none appeals to Habitus quite so well as Renault’s latest promo for the Twingo 2.0.
In order to promote their little European ‘get about’, Renault invited 4 celebrities to re-interpret the interior of the car. Participating artists included French fashion designer Jean-Charles de Castelbajac, Italian chef Davide Scabin, German designer Nils Holger Moorman and UK pop singer Nicola Roberts.
Each artist took to the car with their creative spirit, choosing to reflect their personality or an attitude toward driving. Nicola Roberts, queen of the charts, placed a mini recording studio in the rear and decked the front with a coffee machine and dashboard dressing table.
de Castelbajac, a man of multiple talents, made a nod to the sumptuous luxury of the Elysées in his little Twingo – complementing a regal interior with matt black bodyshell and white rimmed tyres.
Davide Scabin, renowned for his creative cooking, placed 3D video on the screen in the boot of his car, while pragmatic German designer Nils Holger Moorman has created a unique New Twingo by making it a place of peace, rest and meditation.
In stark contrast to the stress which, too often, cars symbolize Moorman decied to create a shrine to inner peace.
The Twing 2.0 is not available in Australia but we think Renault gets some points for taking a design approach to marketing their new model.