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The Renault Kangoo ad campaign centers around very distinguished portraits of tradespeople including a horticultural expert, construction worker and welder. As though modelled after period Victorian paintings, the images are dark and moody while the subjects are stoic and noble in both stature and expression.

Conceived and executed by Publicis Conseil, an ad agency based in Paris, France, the Renault Kangoo ad campaign reads, “You don’t become a great professional by chance.” Interestingly, it implies that this particular vehicle plays a big part. Although quite the claim, it sets the perfect tone for prospective customers. The campaign was art directed by Raphael Halin with creative direction by Christophe Perruchas. Photographer Frieke Janssens shot the images.