# Homeless Old Car Ads The Renault Megane DCI 130 Campaign Depicts Some Sad Situations By Meghan Young | Published 2012-10-26 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/renault-megane-dci-130 References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/10/renault-megane-homeless-car/) & [publicisgroupe](http://www.publicisgroupe.com) Homelessness may be a big problem for the human species, but the [Renault](https://www.trendhunter.com/trends/scenic-suv) Megane DCI 130 ad campaign shows that it is just as troubling in the car community as well. In this case, however, the problem begins and ends with the common adage, "Out with the old and in with the new." Basically, the new Renault Megane DCI 130 has pushed out the old cars, some of which can now be found begging for fuel. The Renault Megane DCI 130 ad campaign was conceived and executed by [Publicis Conseil](https://www.trendhunter.com/trends/solutionoriented-holiday-ad), an ad agency based in Paris, France. Although it depicts a couple of [sad situations](https://www.trendhunter.com/trends/unwelcome-home), it also shows how fresh and cost-effected the Renault Megane is. The ad campaign was art directed by Martin Darfeuille and shot by photographer Will Sanders. ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 54% | Activity: 47% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### Why This Trend Is Growing - **Homelessness in Car Community:** Disruptive innovation opportunity for car manufacturers to address the growing issue of old cars being left behind in favor of new models. - **Fresh and Cost-effective Solutions:** Disruptive innovation opportunity for automakers to showcase the benefits of their new vehicles in comparison to older models. - **Creative Ad Campaigns:** Disruptive innovation opportunity for advertising agencies to create impactful campaigns that address social issues and promote their client's products or services. ### Industries Being Reshaped - **Automotive Industry:** Opportunity for car manufacturers to address the issue of homelessness in the car community and introduce innovative solutions to re-purpose or recycle old vehicles. - **Advertising Industry:** Opportunity for ad agencies to use creative campaigns to raise awareness about social issues and promote their client's products or services through impactful storytelling. - **Photography Industry:** Opportunity for photographers to use their skills to capture powerful images that convey the message of social issues and support the objectives of ad campaigns. ## Related on Trend Hunter - [Cheeky Refund Campaigns](https://www.trendhunter.com/trends/scenic-suv.md) - [Travel-inspired Brand Campaigns](https://www.trendhunter.com/trends/road-and-beyond.md) - [Domestic Awareness Campaigns](https://www.trendhunter.com/trends/this-is-not-a-home.md) - [Emissions-Free Camper Vans](https://www.trendhunter.com/trends/renault-hippie-caviar-motel.md) - [Creative Auto Campaigns](https://www.trendhunter.com/trends/electric-capri.md) - [Humorous Automotive Campaigns](https://www.trendhunter.com/trends/where-have-you-been.md) - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md) - [Billboard-Transformed Tent Shelters](https://www.trendhunter.com/trends/lifesaving-outdoors.md) - [Haute Auto Pattern Campaigns](https://www.trendhunter.com/trends/audi-car-couture.md)