Renault Argentina Puts Four Real Women at the Heart of Its 2017 Content Campaign
Renault's 2017 Argentine campaign comprises four documentary-style interview videos — titled the Neide interview, the Isabel interview, the Ana interview, and the Aida interview — produced by Publicis Buenos Aires to place real women's voices at the centre of automotive content rather than vehicle specifications or promotional offers.
Published in Argentina in January 2017, the campaign consists of four individual media assets, each built around a named subject: Neide, Isabel, Ana, and Aida. The format is interview-based and observational, allowing each woman to speak directly to camera in a documentary register that is markedly different from the feature-led advertising that has historically defined the automotive category in Argentina. The campaign sits within a content medium rather than broadcast or out-of-home, signalling a deliberate choice to pursue depth of engagement over reach.
Renault's objective in the Argentine market is consistent with a broader strategic posture the brand had been developing in the region: shifting emotional ownership of the category away from performance metrics and toward stories of lived experience. In Argentina, where automotive advertising has long been dominated by price-led promotions and model launches, a four-part interview series represents a meaningful departure. The campaign carries a Clapboard Score of 48 out of 100, reflecting its niche content format and the absence of verified distribution or performance data. Production was handled by Landia, with direction shared between Francisco Colombatti and Tomas Quartino.
Renault enters the interview campaign from a position of established brand-building in Argentina. As reported by thecreativesroom.com, a 2014 Renault campaign titled "Argentina" — also created by Publicis — had already positioned the brand on cultural heritage and emotional national identity rather than vehicle specifications, setting a precedent for story-driven work in the market. The 2017 interview series extends that logic by moving the brand's voice further from the product and closer to the people associated with it.
The strategic rationale is rooted in a diagnosis of the competitive landscape. As documented by thecreativesroom.com, the Argentine automotive category at the time was dominated by short-term promotions and feature-based messaging, leaving significant white space for a brand willing to invest in human narrative. By commissioning four distinct portrait-style videos rather than a single broadcast spot, Renault and Publicis Buenos Aires structured the campaign to reward repeated engagement — each interview standing alone while collectively building a coherent brand character.
The choice of four named women as subjects is not incidental. In a category where advertising subjects are predominantly male drivers in aspirational scenarios, centering Neide, Isabel, Ana, and Aida represents a deliberate repositioning of who the brand considers its audience and its story. According to selfstorming.com, the 2017 campaign used interview-style content featuring these four named women in a documentary-style storytelling format, reinforcing Renault's commitment to grounding its Argentine communications in authenticity rather than aspiration.
The campaign is directed by Francisco Colombatti and Tomas Quartino for production company Landia. The creative team at Publicis Buenos Aires is led by Executive Creative Director Fabio Mazia, with Creative Directors Paula Kozub and Ignacio Jardon shaping the conceptual frame. Art direction is credited to Javier Agena Goya, with copywriting by Mauro Ribot.
On screen, each of the four assets presents a named woman — Neide, Isabel, Ana, or Aida — speaking directly to camera in what reads as an intimate, unscripted conversation. The documentary register is consistent across all four videos: subjects address the lens without theatrical staging, the visual grammar is observational rather than constructed, and the absence of product-forward imagery keeps attention fixed on the individual rather than the vehicle. The cumulative effect across four interviews is a portrait series rather than a conventional advertising campaign, with each subject contributing a distinct voice to a shared emotional territory.
The production approach, executed through Landia, favours naturalistic lighting and restrained editing — choices that reinforce the authenticity the campaign's strategy demands. For Renault's Argentine market positioning, this craft discipline is essential: overly polished production would undermine the documentary premise on which the entire campaign rests. As reported by adsspot.me, the campaign was submitted as content work, a classification that reflects the production team's intention to distribute these assets in environments where sustained viewing is possible rather than incidental. No trade press reviews of the production's technical execution have been identified in Campaign, Ad Age, Adweek, The Drum, or Contagious, per thecreativesroom.com.
No verified performance data for the Neide, Isabel, Ana, and Aida interview campaign is publicly available. As reported by thecreativesroom.com, no social media performance figures, earned media coverage, or effectiveness metrics have been published, and no trade press reviews were identified across major industry titles. The absence of documented results limits any quantitative assessment of the campaign's impact in the Argentine market.
Structurally, however, the campaign demonstrates a coherent effectiveness logic. A four-part content series built around named individuals creates cumulative brand association rather than a single impression. Each interview functions as a standalone asset capable of independent distribution, while the series format incentivises return engagement from an audience already invested in the first instalment. In the Argentine automotive market — where, as documented by thecreativesroom.com, feature-led and promotion-led advertising was the dominant mode — a documentary series creates categorical differentiation that a single film could not sustain.
The campaign's Clapboard Score of 48 out of 100 reflects the tension between creative ambition and measurable reach: the format is well-suited to building brand depth, but content campaigns distributed without verified amplification face inherent limitations in scale. No awards for this campaign have been identified, according to available records at adsspot.me and thecreativesroom.com. What the campaign does establish — particularly read alongside Renault's 2014 Argentine work — is a consistent strategic commitment to emotional, human-centred storytelling as a long-term brand-building posture in Argentina.
Renault's 2017 Argentine campaign comprises four documentary-style interview videos, each centred on a named woman. Created by Publicis Buenos Aires and produced by Landia, the series places real human voices at the centre of automotive content, departing from the feature-led advertising that defined the Argentine market at the time.
Francisco Colombatti and Tomas Quartino directed the campaign for production company Landia. The Publicis Buenos Aires creative team was led by Executive Creative Director Fabio Mazia, with Paula Kozub and Ignacio Jardon as Creative Directors, Javier Agena Goya as Art Director, and Mauro Ribot as Copywriter.
Renault used the interview format to occupy white space in a market dominated by promotional and feature-based automotive advertising. As reported by thecreativesroom.com, this approach extended a strategy Renault had established in Argentina since 2014, prioritising emotional and human-centred storytelling over vehicle specifications.
The Renault Neide, Isabel, Ana, and Aida interview campaign holds a Clapboard Score of 48 out of 100. The score reflects the campaign's niche content format and the absence of verified distribution figures or published performance data, balanced against a coherent and differentiated creative strategy for the Argentine automotive market.
No awards have been identified for the Renault interview campaign. According to records at adsspot.me and thecreativesroom.com, no industry recognition has been documented for the Neide, Isabel, Ana, and Aida series, and no trade press coverage in major titles such as Adweek, Ad Age, or The Drum has been identified.
The 2017 interview campaign builds directly on a strategy Renault established in Argentina in 2014. As reported by thecreativesroom.com, the earlier campaign positioned Renault on emotional national identity rather than product attributes. The 2017 series deepens that commitment by centring four real women in a documentary format produced by Publicis Buenos Aires.
.webp)
Creative Collaboration Platform: The Backbone of Modern Creative WorkWhat is a creative collaboration platform?Clapboard defines a creative collaboration platform as the operational core for today’s distributed creative teams. This is not a collection of digital collaboration tools stitched together; Clapboard’s system
Understanding the Creative Production MarketplaceWhat is a Creative Production Marketplace?Clapboard defines a creative production marketplace as a structured ecosystem where brands, agencies, and production talent converge to execute video, advertising, and branded content at scale. Unlike the legacy agency or freelanREAD FULL ARTICLE
The Urgent Need for a Creative Production Operating SystemWhy Traditional Creative Production Models Break DownClapboard sees the creative production landscape shifting under pressure. Content velocity is no longer a buzzword—it’s a mandate. Modern advertising demands relentless output across dozens of channels, each wREAD FULL ARTICLE
