The Dakar Rally is one of the most grueling automotive races in the world, pitting man and machine against the harshest of conditions, and Renault has always had a strong presence in the predominantly masculine event.
Publicis Buenos Aires decided to show that women with purpose can also have their own struggles against greater forces and come out on top, so they helped Renault come up with the 'My Dakar is' campaign as a metaphor for the effort and commitment women bring to causes they care deeply about and work hard to make succeed.
To promote the participation of the Renault Duster Dakar Team, Renault LATM and Publicis developed a digital media campaign for 'My Dakar is' highlighting four women from Latin American countries who each have their personal dakar in short videos.
In the first video, the four are shown individually against the harsh backdrop of a wide-open desert, each touting their causes. Then each explain their stories and their causes, highlighted with the #MyDakarIs hashtag.
Isabel De Estrada from Argentina of Fundacion Zorba, pictured with three greyhounds running across the desert towards her, says her Dakar “is to put an end to animal abuse.”
Marineide Dos Santos from Brazil of Vida Corrida is seen running up sand dunes to a favela-style building saying “My Dakar is to bring sports to deprived neighborhoods.”
Aida Real Coronel from Mexico of Huerto Romita is seen watering a garden in the desert, saying her Dakar is “to fill the city with organic farms.”
Ana Maria Franco from Colombia of Ecobikes rapidly pedals a stationary bike atop a dune covered in self-powered lights, saying her Dakar is “to create clean and free energy.”
Client: Renault LATM
Product: Duster Dakar Team
Agency: Publicis Buenos Aires
Executive Creative Director: Fabio Mazia
Creative Directors: Paula Kozub / Ignacio Jardon
Art Director: Javier Agena Goya
Copywriter: Mauro Ribot
Regional Account Direction: Iván Pinzón
Regional Account Supervisor: Eduardo Crepaldi
Producer: Mel Cambre / Sebastián Tarruella
Direction: Francisco Colombatti / Tomas Quartino /1985
Production Company: Landia
Executive Production: Adrián D’Amario
Production Design: Alejandro Panzitta
Director of Photography: Juan Maglione
Post production: Luciano Taccone
Music: Fer Martino