Doodle Mats - Renault | Clapboard Ad Archive

Renault’s Doodle Mats campaign, developed by Publicis Romania in 2018, innovatively tackled the critical issue of pedestrian safety for children by transforming a typically dry and adult-centric topic into an engaging, educational experience grounded in real-world relevance. By creating play rugs printed with actual street maps that highlight safe crossing points, Renault anchored its brand firmly in community safety while appealing directly to children’s natural curiosity and playfulness. This direct approach leveraged a format that Clapboard classifies as FORMAT#9—Symbolize the Benefit—turning the product’s core promise into a tangible, interactive tool that children can use within their own homes to internalize vital road safety knowledge. The campaign’s strategic insight—that most accidents involving child pedestrians occur near their homes—was reflected in the choice to use customized rugs featuring local maps, ensuring the safety lessons were immediately applicable and contextually meaningful. Publicis Romania’s decision to frame road safety within the familiar and beloved context of children’s play rugs created a visual metaphor that made the concept of safe street crossing accessible and memorable without sacrificing educational value. The campaign extended its engagement beyond the physical product by inviting families to visit a dedicated website, where they could personalize one of three rug styles and enter to win a Doodle Mat, thus integrating digital interactivity with tactile learning and encouraging broader participation. This multi-layered activation underscored Renault’s commitment to pedestrian safety while positioning the brand as a proactive and socially responsible actor in the automotive category. The campaign earns 63/100 in Clapboard’s global creative archive. Doodle Mats matters to the industry because it demonstrates how automotive brands can leverage creative, purpose-driven design to address social issues in ways that resonate authentically with their audiences while reinforcing brand values through meaningful consumer engagement.