Ningyo, The dream cradle

Agency: Publicis


The first Scénic was a car that revolutionized the concept of multi-purpose vehicles. The New Renault Scénic is equally revolutionary in terms of modularity. Because it’s the first family car that can transform into a crossover and an urban vehicle. How to let people experience such a technical characteristic instead of just explaining it to them? With Ningyo, the first modular movie. It is divided into 3 sections that can be reassembled by users to create different stories with different plots. Depending on the active choices people make, Ningyo can become a romance, a drama, a thriller, a noir or a horror film. People had the chance to experiment creating different stories of Ningyo on various media. Online and on mobile thanks to the ad hoc platform. On Twitter thanks to Conversation Ad, where you could reassemble the short film sections with a tweet. During the unveiling of the project at the 73° edition of the Venice Film Festival a series of digital totems were installed, that participants could interact with to create their own versions of the film. In one of Rome’s main subway stations a temporary cinema was set up where you could see all versions of the film. Outside of the cinema people could use digital totems to actively experiment with the viewing experience.

This professional campaign titled 'Ningyo, The dream cradle' was published in Italy in April, 2017. It was created for the brand: Renault, by ad agency: Publicis. This Digital medium campaign is related to the Automotive industry and contains 5 media assets. It was submitted about 7 years ago.


Advertising Agency: Publicis, Italy
Global Chief Creative Officer: Bruno Bertelli
Executive Creative Director: Cristiana Boccassini
Creative Directors: Francesco Martini, Alessandro Izzillo
Digital Creative Director: Massimo Guerci
Art Director: Giovanni Greco
Copywriter: Enrico Pasquino
Digital Art Director: Melania Petrocchi
Account Director: Giada Salerno
Account Executive: Silvia Bianchini
Project Manager: Vittorio Cafiero
Strategic Planner: Bela Zeimann
Senior Agency Producer: Giulia Atzori
Agency Producer: Laura Pace
Art Buyer: Stefano Gruarin
Production Company: Think Cattleya
Director: Gabriele Mainetti
Scriptwriter: Nicola Guaglianone
Dop: Michele D’Attanasio
Executive Producer: Philip Rogosky
Producer: Alexia Gamba
Editor: Andrea Maguolo
Music: Gabriele Mainetti, Michele Braga
Sound design: Mirko Perri
Scenographer: Massimiliano Sturiale
Costums: Mary Montalto
Make-up and prosthetics: Valter Adam Casotto

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