- The main film (long, 50-second format) is based on the following idea: we spend 4 years and 1 month of our lives in a car, so you might as well enjoy that time in a Citroën! The film shows how the Brand’s cars enable people to take best advantage of that in-car time, for example, through user-friendly design and travelling well-being.
- A series of shorter films (six, lasting 15 to 20 seconds) provide a practical illustration of how the Brand’s technologies and services are making motoring an increasingly seamless experience.
This is true of the film on MyCitroën, the mobile app that helps motorists find their car when they have forgotten its whereabouts – something that happens 104 times in a driver’s life!
The new campaign also kicks off a change in some of the Brand’s visual cues, with:
- a new, flat-design 2D logo, lending the double chevron extra modernity and visibility,
- a new, warm and rhythmic, sound signature, reflecting the Brand’s values of boldness and closeness.
As with Citroën’s most recent campaigns, the music was created by a talented French electro-pop artiste,
this time DatA, as part of a project led with Sacha Sieff called Retrofuturesoul.
His previous collaborative effort with the Brand for the “Bus shelter” TV ad for the Citroën C1 has won a number
of awards, and the video for “Don’t Sing” has attracted over five million views.
The campaign showcases the difference of the Citroën brand
Citroën has always been interested in the relationship people have with their cars. This attachment to people is inscribed in Citroën’s DNA and has never wavered throughout its history. The Brand’s cars, always connected to their time, stand as solutions for the uses of all motorists. For Citroën, drivers and passengers are the best possible source of inspiration, as shown once again in this new campaign.