Citroën’s latest OOH campaign has no billboards. And no fly posters. Instead, there are Bumpboards. BETC Paris and Citroën’s first-of-its-kind campaign is offering to replace illegal speed bumps across France with Citroën-branded ‘bumpboards’.
The vast majority of speed bumps in France fail to meet current safety standards, according to research published in 2024. Of the estimated 450,000 speed bumps across the country, most are technically non-compliant. Rubber speed bumps have been banned in France since 2009 due to their tendency to become extremely slippery when it rains, posing a serious hazard to motorists, cyclists and pedestrians alike.
Yet small municipalities, facing increasing financial constraints, have struggled to replace the illegal and dangerous speed bumps in their towns.
The initiative by BETC and Citroën offers every village in France the possibility of receiving funding to replace their obsolete speed bumps – fully financed from the brand’s advertising budget.
“Back in 1919, our founder, André Citroen, already believed that car brands should improve the safety of their countries’ roads,” stated Federico Goyret, chief marketing officer of Citroën France. “So instead of putting another ad right by the road, we decided to put the ad right on it.”
Noting that the cost of installing a Citroën-brand speed bump is comparable to installing a temporary billboard, Citroen has opted to forgo traditional OOH advertising and instead invest in safety improvements that benefit French communities – and could even save lives.
“This initiative represents advertising that goes far beyond promotion to serve a very real purpose,” explained Stéphane Xiberras, president and CCO at BETC Paris. “Instead of simply telling people about Citroën’s commitment to road safety, the brand is demonstrating it through direct action – and making French roads safer for everyone in the process.”
Citroën’s sense of social responsibility has a long history, including effectively transitioning farmers and rural workers from horse-drawn carts to automobiles in the mid-20th century. That has resulted in a positive sentiment across France. Its commitment to local communities is well known – with more than three quarters of French citizens expressing a positive image of the brand.
All municipalities in France can apply, with Citroën reserves the right to accept or decline applications based on the factors to be considered for the installation and replacement of existing speed bumps, as well as the associated budget. Applications may be submitted here.
Credits:
Client: Citroën
CEO: Thierry Koskas
CMO: Federico Goyret
Global Brand Content & Digital Director: Fabian Rodriguez
Head of Brand Content: Sylvain Peraldi
Head of Communication: Stéphane Cesareo
Agency: BETC
Creative Director: Stéphane Xiberras
Executive Creative Director: Nicholas Bakshi
Copywriter: Matthieu Bouilhot
Art Director: Natan Ritaly
Creative: Bastien Sabot
Traffic: Kemi Zinsou
Agency Management: Bertille Toledano, Mehdi Benali, Aude Devaux
Production Company: Francine Framboise
Executive Producer: Stephanie Huguenin
Producer: Lisa Aleksenko
Sound Engineer: Corentin Lebon
Audiovisual Technician: Matthieu Pinchon
Editor: Antonio Lizzio
Director: Basile Roze
DOP: Cedric Leprettre
Sound: Phantom Punch
