Brace yourselves as “Spring is Coming” and, with it, an electric revolution, too! After having revolutionized the entry-level automotive market with its Logan and Sandero models, and the SUV segment with the DUSTER, Groupe Renault’s Dacia is redefining the all-essential electrical vehicle with its new Dacia Spring. The EV is defined as agile, robust, and spacious and comes with a 100% fully electrified engine that offers 230 km WLTP (305 km for city driving) autonomy.

The car is the most affordable electric vehicle on the European market and this is exactly what makes it revolutionary. To mark the arrival of the new member in the Dacia family and to unveil a new era in automotive, which is to make electric mobility accessible to everyone, the brand specifically chose the first day of spring to celebrate this milestone in its life.

Starting March 20, 2021, the first day of astronomical spring, the company opened pre-orders online, enthusiastically announcing that Spring is Coming. The announcement is accompanied by a campaign for which Dacia teamed up with the agency Publicis Conseil. The initiative sees the automaker communicating electric mobility to all via a vibrant and colorful ad, following the brand’s philosophy of taking the essence of cars and making it accessible to everyone.

Shot in Madrid by James F. Coton, the ad’s action is set on Noëm’s cover of “Mad World,” showing two parallel worlds unfolding side by side: one is ultra-exclusive, whilst the other is inclusive with Dacia. Amongst people queueing up to buy some ultra-limited-edition sneakers, accessing a club through the “VIP” entrance, or buying a pair of golden headphones at a high price, Dacia contours itself as an alternative for those looking for essential at the best price.

The film ends with the message that “Some things should be accessible to everyone. Just like electric cars,” accompanied by the campaign’s tagline: “New Dacia Spring. 100% Electric. Exclusive for Everyone,” strengthening even further the car’s accessibility.

As part of a #SpringIsComing event co-organized in partnership with PR experts Hopscotch, Dacia announced a tour of several major European cities “to take back the asphalt.” By joining forces with four teams of street artists — William Roden (Paris), Media ODV (Madrid), Nicola Canarecci (Milan), and Sweet Damage Crew (Bucarest) — Dacia gives mobility “a blast of liberating air.” The brand unveiled the inspiring art of these creators who decorated the streets of Paris, Madrid, Milan, and Bucharest, inviting the general public to connect to Dacia’s social networks to check out the works of the artists.

In the coming weeks, the citizens of Paris, Madrid, and Berlin will be able to start looking for 150 “clean tags.” Each tag hosts features of the new Dacia model. The QR codes available on the pavement allow pedestrians to get a full presentation of Europe’s most accessible EV allowing them to also place a Dacia Spring pre-order.

Credits:

Client: Dacia

Agency: Publicis Conseil

President overseeing creativity: Marco Venturelli

Creative Directors: Romulus Petcan et Gabriel Gherca

Art Director: Corentin Salignat

Copywriter: Guillaume Sabbagh

Agency producer: Sophie Megrous

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/Singer: Roland Orzabal

Editions: BMG Rights Management (France) S.A.R.L. (SACEM) obo BMG Rights Management (UK) Limited (PRS / MCPS) obo Roland Orzabal Limited (NS)