They get up early in the morning. Or work when others are sleeping soundly. They fix, build or transport things all day long. These are the people that keep a nation rolling. To celebrate them Renault launched the campaign: ”Du håller Sverige igång” (You keep Sweden rolling). The campaign also promoted Renault’s reliable vans with low total cost of ownership.
Radio spots aired at specific times during the day would early rising or late night hard workers. Films and ads would feature hard working people and their vans.