RENAULT TEAM WILL POWER
Every year Renault is sponsoring the biggest Swedish sports event for amateur athletes, ESK. We found out that today, amateur athletes want to train, eat and dress like professionals. However, there is one thing that they still have to learn from the elite; mental training. In a experiment called Team WillPower, Renault challenged three athletes currently training for the event to drive a Renault KADJAR – using only willpower. After extensive mental focus training, came the ultimate test – to drive the car together with their minds. One was in charge of controlling speed, one turning left and one turning right. Find out how it went below.
Creative Direction / Art Direction
Result: More than 150 million people were reached through traditional media, both national and international. 4.5 million Swedes were reached through own social channels. 1.6 million views.