BITE Insight

We all know that feeling. You climb into the car with your family, in the full knowledge that the next few hours, or maybe even minutes, are going to illicit an awkward conversation, a blazing row, an emotional confession or, more probably, all three.

It is those moments of forced, often awkward, intimacy that Publicis UK and Renault have captured in their latest campaign #BehindCarDoors, launched to promote the new Renault Scénic series. The campaign is a yearlong social experiment conducted in partnership with online influencers Mother Pukka and Father of Daughters, two of the UK’s leading Instagram parenting personalities.

The campaign addresses the question, how far do we go to find family time? Multiple surveys have revealed that British families do not spend nearly enough quality time together. Renault, in an independently conducted report, discovered that the car has become the place of concentrated, if not always quality, family time. The car is where many of the most uncomfortable and revealing family conversations take place.

#BehindCarDoors has launched to put the Renault report results to the test. It will show 365 days in the life of each of the influencers, capturing every moment, from the monotonous mundanity to the total hilarity that packing a car full of the family will cause.

The length of the campaign really embeds the brand into the lives of both Mother Pukka and Father of Daughters, and subsequently into the lives of their thousands of followers. It adds a more authentic edge to the campaign because the dash-cam will be following them for the entire year, giving Renault a role in the influencer’s narrative.