Dungeons & Dragons - Renault | Clapboard Ad Archive

Renault’s 2019 Brazilian campaign Kwid Outsider: Dungeons and Dragons, created by DPZ&T, boldly merges automotive marketing with the immersive fantasy world of the iconic Dungeons & Dragons franchise to position the Kwid Outsider as a vehicle for bold adventurers ready to defy limits and embrace new challenges. This campaign exemplifies what Clapboard’s FORMAT#12—Parody or Borrowed Format—captures by appropriating the narrative and visual language of a globally beloved fantasy game, leveraging its cultural resonance to imbue the Renault Kwid Outsider with a sense of epic possibility and transformation rather than relying on conventional product demonstrations or testimonials. By partnering with Hasbro do Brasil, the campaign gains authenticity and depth, weaving the car’s rugged and versatile character into a story world where the impossible becomes attainable, effectively connecting with an audience attuned to narratives of exploration and heroism. The film’s storytelling and cinematic execution, supported by a collaborative network including Saigon Filmes and Quiet City Music + Sound, craft a seamless fusion of fantasy and automotive utility, reinforcing Renault’s brand promise of innovation and adventure in the competitive Brazilian automotive market. The campaign’s strategic use of borrowed format capitalizes on the emotional power of fantasy role-playing to elevate the Kwid Outsider beyond a mere urban compact car, inviting consumers to view it as a trusted companion in their own quests for excitement and discovery. This approach not only amplifies brand differentiation but also demonstrates how automotive advertising can transcend product features to engage consumers on an imaginative and aspirational level. Clapboard rates this campaign 74/100. Renault’s Kwid Outsider: Dungeons and Dragons matters to the industry because it demonstrates how automotive brands can successfully harness established pop culture universes to create emotionally charged narratives that inspire consumer engagement while reinforcing product identity.