It’s Citroën’s 100th birthday. You’re expecting a heritage spot – maybe a cinematic film with archival footage underscored by an emotive soundtrack?
Nope.
Citroën’s agency, Traction (BETC) is doing something a lot more fun – and far more engaging. It 100th birthday campaign, #BornAndré, is paying homage to the brand’s founder today, André Citroën, with a call to all children born on June 4 2019 and given the name, André, Andrew or Andrea (with local adaptations for the three markets, France, UK and Italy, in which its launching), she or he can be in the drawing for a unique gift: a Citroën C3 Origins. A new car for a new life. Three brand new cars for three babies, in three countries;
On top of that, the C3 is unique, with a replica of André Citroën’s signature written on the side of it and a personalised baby seat for the little winner.
Behind the campaign is Citroën’s human-centric brand ethos, that puts people at the heart of its strategy, and is underlined by its signature, Inspired by you.
The campaign launches on social networks on June 4 in the UK, France and Italy, with a series of stories and is running until December 31 on Instagram and Facebook. The Citroën community management team will also actively go out searching for little Andys.
In France, the eligible names are André and Andrée; André and Andrea in Italy and André, Andrew and Andrea in the UK.
Credits:
Agency: Traction/BETC
Executive Creative Director: Stéphane Xiberras
Creative Director: Nicolas Lautier
Art Director: Jacques Decazes
Copywriter: Stephan Schwarz
Assistant Art Director: Melissa Hofman
Creative Producer: Caroline Petrucelli
TV Producer: Alexandra Kolasinski
Traffic: Nathalie Sanseigne
Agency Management: Bertille Toledano, Hugues Reboul, Julien Grimaldi, Emmanuelle Woehrel, Anyce Nedir, Pierre-Jean Fardin, Fadoua Lebbar, Romain Cialdella & Monika Polese
Production Company: L’Ensemble
Director: Raphael Aupy
Producer: Benjamin Przespolewski
DOP: Sacha Bozino
1st Assistant Director: Florent Tassin
Music: Ta Doum by Dim Sum
Author & Composer: Romain Pascal
Publishing: Soundress
Supervisor: Start-Rec
Post Production: L’Ensemble
Client: Citroën
Client Management: Arnaud Belloni, Claudine Borel, Stephane Barbat & Annejela Royoux
