Behind the scenes of the EV Lions advert
when lions roar to the rhythm of electricity!
To mark a turning point in its history, PEUGEOT struck hard with a campaign that reflects its ambition: electrifying and feline! At the heart of the EV Lions ad, designed by the creatives of the Accenture Song agency, lions made of stone, iron and pixels come to life when in contact with electric energy. Visually daring, this ad takes us to the four corners of the world in an electric whirlwind. Here are the secrets of this shoot.
In this campaign, each lion represents a frozen work, from different universes, which comes to life and frees itself to symbolize PEUGEOT’s leap towards electrification. “The idea was to show lions of various shapes and cultures, from classic statues to digital sculptures, which awaken as if to greet PEUGEOT’s new range of electric vehicles,” explains the creative team at Accenture Song. This ad is more than just a message: it materializes PEUGEOT’s transformation towards cleaner and more futuristic mobility, while paying homage to the brand’s heritage.
Behind the scenes of the EV Lions advert
when lions roar to the rhythm of electricity!
To mark a turning point in its history, PEUGEOT struck hard with a campaign that reflects its ambition: electrifying and feline! At the heart of the EV Lions ad, designed by the creatives of the Accenture Song agency, lions made of stone, iron and pixels come to life when in contact with electric energy. Visually daring, this ad takes us to the four corners of the world in an electric whirlwind. Here are the secrets of this shoot.
In this campaign, each lion represents a frozen work, from different universes, which comes to life and frees itself to symbolize PEUGEOT’s leap towards electrification. “The idea was to show lions of various shapes and cultures, from classic statues to digital sculptures, which awaken as if to greet PEUGEOT’s new range of electric vehicles,” explains the creative team at Accenture Song. This ad is more than just a message: it materializes PEUGEOT’s transformation towards cleaner and more futuristic mobility, while paying homage to the brand’s heritage.
BORN TO BE WILD !
A key element of the EV Lions advert is undoubtedly the soundtrack, “Born to be Wild”, which perfectly accompanies the metamorphosis of these lions. “This piece imposed itself as we were editing,” confides the Accenture Song team. “The Wild side was incredibly well suited to the image and energy we wanted to convey.” An orchestration was then found, giving the song a modern touch, perfect for illustrating PEUGEOT’s disruptive momentum towards electric.
BORN TO BE WILD !
A key element of the EV Lions advert is undoubtedly the soundtrack, “Born to be Wild”, which perfectly accompanies the metamorphosis of these lions. “This piece imposed itself as we were editing,”
confides the Accenture Song team. “The Wild side was incredibly well suited to the image and energy we wanted to convey.” An orchestration was then found, giving the song a modern touch, perfect for illustrating PEUGEOT’s disruptive momentum towards electric.
A TECHNICAL CHALLENGE
To capture the PEUGEOT electric range, the teams filmed at Teruel airport in Spain. This 2.2 km long tarmac made it possible to create cinematic shots where the cars are perfectly highlighted. “Each car had to drive and stop to the nearest centimetre, a real challenge for our drivers”. Despite the meticulous preparation and 60 people on the “set”, a few surprises came to spice up the filming. “A magical moment was this unexpected break in the sun, just before the sun went down and at the very moment when the English team, dear to our British director, scored a decisive goal in the Euro!”
A TECHNICAL CHALLENGE
To capture the PEUGEOT electric range, the teams filmed at Teruel airport in Spain. This 2.2 km long tarmac made it possible to create cinematic shots where the cars are perfectly highlighted. “Each car had to drive and stop to the nearest centimetre, a real challenge for our drivers”. Despite the meticulous preparation and 60 people on the “set”, a few surprises came to spice up the filming. “A magical moment was this unexpected break in the sun, just before the sun went down and at the very moment when the English team, dear to our British director, scored a decisive goal in the Euro!”
AN ARTISTIC CHALLENGE
As for the 7 lions, while they were added in 3D, the sets in different places around the world were indeed filmed. Each lion in the advert represents a country or a culture. We discover a pop-art lion in Rio, a baroque lion in Italy, and even a digital lion, inspired by tech, which wanders between the skyscrapers of Tokyo. “The goal was to show that PEUGEOT is an international brand,” explains the creative team. The magic of this advert also took place behind the scenes, during the two months of post-production that followed filming. Each vehicle was cut out and replaced in an abstract 3D universe. The weather, the shadows, the textures: nothing was left to chance by the special effects specialists.
AN ARTISTIC CHALLENGE
As for the 7 lions, while they were added in 3D, the sets in different places around the world were indeed filmed. Each lion in the advert represents a country or a culture. We discover a pop-art lion in Rio, a baroque lion in Italy, and even a digital lion, inspired by tech, which wanders between the skyscrapers of Tokyo. “The goal was to show that PEUGEOT is an international brand,” explains the creative team. The magic of this advert also took place behind the scenes, during the two months of post-production that followed filming. Each vehicle was cut out and replaced in an abstract 3D universe. The weather, the shadows, the textures: nothing was left to chance by the special effects specialists.
A CAMPAIGN LOOKING TOWARDS THE FUTURE
The EV Lions advert is not only a technical feat, it marks a symbolic turning point for PEUGEOT, which is unveiling its wide range of electric vehicles for the first time. "With this EV Lions campaign, PEUGEOT is asserting its position as a generalist manufacturer with the widest range of electric vehicles in Europe. It is a promise made to the public and the right time to assume its leadership."
A CAMPAIGN LOOKING TOWARDS THE FUTURE
The EV Lions advert is not only a technical feat, it marks a symbolic turning point for PEUGEOT, which is unveiling its wide range of electric vehicles for the first time. "With this EV Lions campaign, PEUGEOT is asserting its position as a generalist manufacturer with the widest range of electric vehicles in Europe. It is a promise made to the public and the right time to assume its leadership."
MOTS-CLÉS:
Produit & Design,
Peugeot & Moi