Silver Eurobest

Demo Film

Presentation Image

Category D02. Small Scale Special Solutions
Entrant BETC Paris, FRANCE
Idea Creation BETC Paris, FRANCE
Idea Creation 2 TRACTION Paris, FRANCE
Production FURY Paris, FRANCE
Production 2 STUDIO 5.5 Paris, FRANCE
Name Company Position
Stéphane Xiberras BETC CCO
Nicolas Lautier BETC Creative Director
Julien Lefèvre, Antoine Montes BETC Art Director
Alban Gallée BETC Copywriter
Bao Tu NGoc BETC Creative Tech & Lead Producer
Philippe Martin Davies BETC Strategic Planner
Bertille Toledano, Hugues Reboul, Julien Grimaldi, Emmanuelle Woerhel BETC Agency Management
Arnaud Belloni, Claudine Borel, Stéphane Barbat Citroen Brand Management
Kids Go First NA Director

Write a short summary of what happens in the ambient or digital execution or campaign.

With the Seetroën project, Citroën went beyond the usual business oriented communication to enter into a dialogue with its consumers on the concept of comfort and propose an original solution that meets a widespread need. By developing an object as a solution, the brand becomes a part of the daily life of all automobile passengers not just Citroenists. This move out of their comfort zone towards a societal issue is an original way to build one of its strategic brand pillars and develop a pop culture brand.