Renault: UN.Patent
Renault faced intense competition from emerging EV brands while public concern over battery fires grew. Publicis Conseil Paris was tasked with positioning Renault as a global leader in safety. They needed to move beyond traditional advertising to prove Renault's commitment to "Human First" values, targeting industry stakeholders and safety-conscious consumers by addressing a critical industry-wide technical challenge.
Creative Idea
Renault open-sourced its life-saving EV fire-safety patent through a collaborative United Nations platform.
Renault transformed its proprietary EV fire-safety technology into an open-source platform in partnership with the UN, proving that in a hyper-competitive market, true leadership means prioritizing human safety over intellectual property to save lives and resources.
The Volvo Moment for the Electric Age
15 Years of Firefighting R&D
The "Fireman Access" technology was not a quick marketing fix - it was the result of 15 years of research and development conducted in direct collaboration with actual firefighting brigades. This physical innovation involves a specific access point in the battery casing that allows emergency responders to submerge battery cells directly. The technical impact is staggering: it reduces the time required to extinguish an EV battery fire from 4 hours to less than 10 minutes.
42,000 Liters of Water Saved
Beyond life safety, the initiative carries a massive environmental footprint. Each intervention using this open-source technology saves approximately 42,000 liters of water, which is equivalent to the amount of water an average person drinks in roughly 40 years. To ensure global adoption, the platform operates on a "reciprocal open-source" model. While manufacturers like several major battery suppliers can acquire the license for free, they must legally agree to share any subsequent safety improvements they develop back with the community.
A Minimalist Cinematic Vision
Directed by the acclaimed French creative duo AKATRE, the launch film utilized a high-contrast, "sober" aesthetic to differentiate it from flashy automotive ads. The campaign featured Jean Todt, the UN Secretary-General’s Special Envoy for Road Safety, as a central partner to lend diplomatic weight to the "Human First" program. Even the name "UN PATENT" serves as a double entendre, referencing both the United Nations partnership and the literal act of "un-patenting" proprietary intellectual property for the greater good. This strategic pivot helped Publicis Conseil secure "Agency of the Year" honors for a second consecutive year.
Creative Strategy Deconstructed
Company
Fifteen years of R&D and a patented technology that reduces EV battery fire extinguishing time by ninety percent.
Category
Automotive brands fiercely guard proprietary innovations to gain market share, even when those innovations could save lives globally.
Customer
People feel anxious about the safety of new EV technology and expect brands to act responsibly toward the environment.
Culture
A global shift toward radical transparency and the belief that safety and sustainability should transcend corporate competition and profit.
Company
Fifteen years of R&D and a patented technology that reduces EV battery fire extinguishing time by ninety percent.
Category
Automotive brands fiercely guard proprietary innovations to gain market share, even when those innovations could save lives globally.
Strategy:
Sacrifice proprietary competitive advantages to establish moral leadership and set new universal standards for human safety.
Customer
People feel anxious about the safety of new EV technology and expect brands to act responsibly toward the environment.
Culture
A global shift toward radical transparency and the belief that safety and sustainability should transcend corporate competition and profit.
Strategy:
Sacrifice proprietary competitive advantages to establish moral leadership and set new universal standards for human safety.
Results
The campaign was launched at the 4th Global Ministerial Conference on Road Safety. Several major manufacturers, including Ford, Ferrari, Mercedes, Audi, Bentley, Land Rover, Jaguar, Porsche, Seat, Volkswagen, and Volvo, have become co-owners of the Fireman Access patent. The technology is now being used in over 125 countries. The initiative received significant media coverage from outlets like RTL, Auto Plus, L'Est Républicain, and Car and Driver, and garnered positive engagement across social media platforms.
125+
countries using the technology
11+
major car manufacturers participating
<10 min
fire extinguishing time (down from hours)
Strategy Technique
Turn Brand Values Into Action
Renault moved beyond safety claims by open-sourcing 15 years of R&D. By sacrificing a competitive advantage for the common good, they gained moral authority and redefined industry standards through radical transparency.
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Creative Technique
Unexpected Utility
By launching a collaborative platform rather than just an ad, Renault provided a tangible tool for competitors. This shifted the brand from a car manufacturer to a global safety infrastructure provider.
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Craft Breakdown
The campaign excels through its strategic use of intellectual property as a creative tool, transforming a competitive disadvantage into a global safety standard. The visual communication of complex technical data through elegant 3D animation makes the initiative feel both futuristic and accessible.
The visual identity of 'UN.patent' and the clear, technical 3D visualizations of the car's internal safety mechanisms are flawlessly executed.
The transition from 'Competition' to 'Collaboration' through simple wordplay effectively anchors the entire campaign's philosophy.
