Accenture Song and Peugeot Bring 100 Years of Le Mans History Back to Life Through AI

Jun. 15, 2026

Accenture Song has created a new campaign for PEUGEOT titled Roaring for 100 Years at Le Mans. Conceived as an international film, the campaign celebrates 100 years of PEUGEOT at the 24 Hours of Le Mans and uses AI as a cinematic tool to recreate key moments from the race’s history. More than assembling historical footage, the ambition was to make the past feel present: to relive the tension, speed, endurance and emotion of Le Mans as if each moment were unfolding for the first time.

The team built the film from a detailed exploration of archival footage, period articles and firsthand accounts, before using AI to enhance and extend that historical work. This process allowed Accenture Song, PEUGEOT and PEUGEOT Sport to move beyond a retrospective format and create a
film closer to cinema than to a traditional brand montage.

This campaign is part of the ongoing collaboration between PEUGEOT and Accenture Song, a subsidiary of the Accenture Group and Peugeot’s advertising agency for over two years. Designed to support Peugeot’s transformation and enhance the appeal of its lineup among a younger audience,
this partnership is fueled by technology, data, and a creative approach to emotionally connect with a new generation of drivers through innovative formats.

It reflects the strength of PEUGEOT as a heritage brand that has never been stuck in the past, has never been afraid to innovate or reinvent how it communicates, and still behaves like a pioneer after 210 years. Produced in under 30 days, Roaring for 100 Years at Le Mans illustrates a new stage in AI-driven production. The film is built around visual accuracy: finding the right tone, image and emotion to respect the myth of Le Mans and the drivers, machines and moments that shaped it.

For Accenture Song, the film reflects a core conviction: AI can extend creative possibilities when it is placed in service of a precise story, cultural truth and human emotion. The campaign also illustrates PEUGEOT’s ability to treat its heritage as a living creative asset, rather than as a static archive.

Phil York, SVP, Global Marketing, Communication & Customer Experience at PEUGEOT, commented:

“Roaring for 100 Years at Le Mans celebrates an essential part of PEUGEOT’s history while opening a new creative chapter for the brand. Working with Accenture Song, we wanted to honor the legacy of Le Mans in a way that feels immediate, emotional and true to the pioneering spirit of PEUGEOT."

 

Regis Boulanger and Romain Repellin, Executive Creative Directors of Accenture Song France, commented:

“This project represents a completely new approach to brand storytelling. Rather than revisiting the past, our ambition was to relive it — to capture the raw emotion, the tension and the stakes of Le Mans at the exact moment they unfolded. AI enabled a new level of visual accuracy that allows us to honor 100 years of PEUGEOT at Le Mans, and the legends that have defined it, without artifice.”

 

Ludovic Tran, Executive Director of Accenture Song France and BeLux, commented:

"This project captures what makes the PEUGEOT and Accenture Song collaboration so distinctive: the ability to combine cultural insight and technology to create brand experiences that go beyond traditional advertising. With Roaring for 100 Years at Le Mans, AI is the tool that helps bring a century of emotion and performance back to life."