Citroen came to Australia in 1923 and was the car an art director “had to have” in the 60s and 70s. For those into cars, rather than aesthetics, it earned itself a strong reputation for its firsts and – serendipity, Citroen – the company slogan is the so! now! trendy term, Créative Technologie.

BETC Paris has been doing its bit in Europe to keep Citroen soaring – in December, literally.         In June this year, the agency created the world’s first Twitter race for Citroen.

Citroen has been a quiet achiever in Australia. Then, in March it appointed 303Lowe to amplify its voice. To help the agency along, it has launched Australia’s first ever six-year unlimited kilometre warranty and roadside assistance offer.

And 303Lowe has created the first never-ending road. The agency worked with typographer, Luca Ionescu, of Like Minded Studio to build the visual idea that underscores Citroen’s warranty promise.

The illustrated ad It launched on Monday July 14, aka Bastille Day, the ‘Frenchiest’ day of the year. It will run in print, online, in-store and at point of sale. It launched today (Monday 14 July) which is also Bastille Day, the ‘Frenchiest’ day of the year.

Adam Whitehead, Head of Art at 303Lowe, said: “Citroen have a fantastic design heritage. It was great to be able to bring a level of craft across all channels to support this automotive industry first