Five spanish revolutions guide through the iconic Renault 5 E-tech 100% electric

The Renault 5 has been part of Spanish culture, shaping families throughout the 70s and 80s. When it returned in 2024 as a 100% electric model, the challenge was clear: show its iconic essence while making its revolutionary features easy to understand and relevant for today’s audience and context.

The idea

To do that, we went beyond advertising and created a documentary mini-series: Una R5volución conduce a otra. Five Spanish talents, the award-winning bratty chef Carlos Maldonado, the pioneering eco-fashion entrepreneur Javier Goyeneche, the visionary surgeon Diego González, the iconic actress Michelle Jenner, and the rising contemporary artist Coco Dávez, each shared their own story of personal revolution through five different episodes. Along their journeys, the Renault 5 wasn’t just a car; it became a cultural companion, embodying values like sustainability, innovation, and bold design. Released on Movistar Plus+, the series blurred the line between branded content and entertainment, becoming something people genuinely wanted to watch.

Results

The launch turned into an event of its own. It all kicked off with a glamorous premiere at Cines Callao in Madrid, yellow carpet and all, where the protagonists and cultural Spanish figures celebrated the series. From there, the impact was massive: dealership visits tripled, web traffic grew by 142%, and the Renault 5 quickly became the best-selling electric car in its category. More than numbers, though, the project redefined how to launch a car by creating a cultural moment that people connected with on and off the screen.