The joy of firsts

Agency: Guardian News & Media with Global and MGOMD

The electric vehicle category faces a twin (and contradictory) problem - people don't get excited about it and worry about the practical side. As the first electric car, the Renault Zoe could show that driving an EV is like the thrill of driving for the first time and balance that with the reassurance of their expertise

The Guardian Labs and Global collaborated on The Joy Of Firsts, a campaign with The A-Z.E of Firsts at its heart: a beautiful road trip guide that answers both challenges by rediscovering the joy of the first time - and showing how driving a Renault ZOE makes you feel the rush of getting behind the wheel for the first time all over again. We drove brand consideration and preference and 7 in 10 readers went on to act on our campaign.