RENAULT TEAM WILL POWER
Today, amateur athletes want to train, eat and dress like professionals. However, there is one thing that they still have left to learn from the elite; mental training. In a experiment called Team WillPower, Renault challenged three athletes currently training for a sports event to drive a Renault KADJAR – using only willpower. After extensive mental focus training, came the ultimate test – to drive the car together.
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