By Kyle O'Brien

The Dakar Rally is one of the most grueling automotive races in the world, pitting man and machine against the harshest of conditions, and Renault has always had a strong presence in the predominantly masculine event.

Publicis Buenos Aires decided to show that women with purpose can also have their own struggles against greater forces and come out on top, so they helped Renault come up with the ‘My Dakar is’ campaign as a metaphor for the effort and commitment women bring to causes they care deeply about and work hard to make succeed.

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Source: The Drum