CITROËN LAUNCHES ITS NEW BRAND ADVERTISING CAMPAIGN:“INSPIRED BY” YOUR DESIRE FOR FREEDOM SINCE 1919!

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Thu, 29/03/2018 - 14:30
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In the next few days, Citroën is launching a new brand advertising campaign that promotes the message “Our vision of mobility comes from your desire for freedom”. This new international film brings to life the CITROËN INSPIRED BY YOU slogan--that of a brand inspired by ordinary people’s lives over the years and the desire for mobility of successive generations. The film transports its viewers to different eras, in which various Citroën models tell the story of a hitch-hiker's desire for freedom. This adventurer becomes a passenger on board 2CV, Type H, Méhari, CX, Visa GTi, C3 Aircross, and New C4 Cactus hatchback, before he gets a glimpse of the future in the form of the CXPERIENCE concept car. An ode to mobility and to the Brand that has promoted it since 1919!
Learn more in an exclusive preview (link at the end of the press release).



From 2CV to CX, from Traction to Méhari, from Berlingo to C4 Cactus, Citroën has spent years observing people and their desire for adventure, freedom, family trips and getaways among friends, in order to offer them cars that are in tune with their lives. The new advertising campaign to be launched in the coming days illustrates this history that dates back to 1919: “Our vision of mobility comes from your desire for freedom”.

To bring to life the “INSPIRED BY YOU” brand slogan launched in October 2016, Citroën hired the Traction (BETC) agency to develop a film that would transport its viewers to different eras, in which the Brand’s models tell the story of a hitch-hiker's desire for freedom. By turns, this adventurer gets on board 2CV, Type H, Méhari, CX, Visa GTi, C3 Aircross, New C4 Cactus hatchback…and each car is set in its era. This ride through the decades is peppered with allusions that make up a story both individual and collective: the Tour de France, vacation with friends, horses that recall the ones in the “les chevrons sauvages” (the wild chevrons) commercial, the 1980s summed up by a glinting gold chain and the radio volume on blast…and finally, the cars of today and tomorrow with CXPERIENCE, the concept car that points to the future of Citroën’s large hatchback.

“If Citroën has remained such a popular brand for nearly 100 years, it is because we have been inspired by the lives of ordinary people for generations: from the student in 2CV or C1, to the President of the Republic in CX or C6,” says Arnaud Belloni, Senior Vice President of Marketing & Communication at Citroën. “Following the launch of the ‘CITROËN INSPIRED BY YOU’ slogan less than two years ago, this new film showcases a few of the iconic cars that have shaped our heritage, without being a historical film. The Brand has always been able to keenly observe people’s expectations for their vehicles, and for mobility in general. This shared history also resonates with our current range, with its unique design and first-in-class comfort! "

 

To tell this epic story whose main actor is not the driver but the passenger, the agency brought together a French director and cinematographer, both at the top of their field: François Rousselet (Nike, AXE, Diesel, as well as music videos for J.U.S.T.I.C.E and The Rolling Stones) and Stéphane Fontaine (The Beat That My Heart Skipped, Captain Fantastic, Jackie, etc.).

The images are accompanied by a timeless musical hit, “Take the long way home,” by Roger Hodgson, co-founder of Supertramp.

Filmed in the Sierra Nevada and Barcelona, Spain, and broadcast in 30-, 45-, and 60-second versions, the campaign kicks off on 4 April in Europe for the Netherlands, Spain, France (on 15/04), Belgium, Italy, Switzerland, Germany, Portugal, Great Britain and Poland.

This international campaign will continue beyond these dates in the primary countries where the Brand is present.
It will be supplemented by a 90-second digital version.

 

FILMS AND PHOTOS AVAILABLE AT:

http://www.citroencommunication-echange.com/

Username (caps): CAMPAGNE_2018

Password (caps): BRAND_18

Find out more online: https://youtu.be/WvCuM3FNcWQ

 

THE CITROËN LOGOS OVER THE YEARS

1919 – 1921: In 1900, André Citroën bought and began to use a Polish patent for cutting gears in the form of chevrons. When he decided to pursue car manufacturing in 1919, he again used the double chevron, a symbol of his success. The first logo showed chevrons in shades of yellow on a blue background.

1921 – 1959: In 1921, the first version of the logo appeared. The oval was replaced by a hexagon against a blue background, in order to make the yellow chevrons stand out. In 1936, the Citroën name was also visible on the logo.

1932- 1935: At the start of the 1930s, a parallel logo was introduced. It was a drawing of a swan floating on Citroën chevrons. This bird, a symbol of the new floating-power engine, was used as a hood ornament on certain Rosalie cars.

1959 – 1966: A new visual identity was unveiled by Citroën in 1959. The yellow chevrons remained present on the logo, now surpassing the outline of the white ellipse. Two colours of chevrons were made available. The first in yellow, for agents and the second in gold, for car dealers.

1966 – 1985: From 1966, the ellipse and the yellow chevrons were still present but were now set in a blue square with “Citroen” written beneath the logo.

1985 – 2009: In 1985, the Brand underwent a radical change. In order to modernise and rejuvenate its image, Citroën decided to use new colours. Blue and yellow were replaced by red and white, so that white chevrons were set in a red square.

2009 – 2016: In 2009, Citroën unveiled a completely new logo with rounded, 3D metallic chevrons and the Brand’s name written in red below. This approach followed the same strategy as the previous logo, aiming to create a more modernised image of the Brand.

Since 2016: In 2016, Citroën introduced a new 2D version of the logo. Taking inspiration from flat design, this version of the logo sticks to the essentials in order to be more easily identifiable.

 

THE MODELS IN THE FILM CREDITS CAN BE FOUND AT ‘CITROËN ORIGINS’, THE BRAND’S ONLINE VIRTUAL MUSEUM: www.citroenorigins.fr

2CV: 1948 – 1990         Upon its first noted appearance at the 1948 Paris Auto Show, 2CV was described as “four wheels under an umbrella” that could “carry a basket of eggs across a field without breaking a single one”. The TPV (“Très Petite Voiture”) was an instant hit on the market. 3,868,634 cars were manufactured.

Type H: 1948 – 1981      Known the world over and often revisited as a Food Truck in subsequent decades, Type H was a legendary car that demonstrated, over 40 years, the efficiency of its innovative design for a utility vehicle of the era. Throughout these glory years, 473,289 cars were manufactured.

Méhari: 1968 – 1987     Emblematic for its 100% plastic bodywork that was resistant to scratches and corrosion, Méhari was a highly popular convertible thanks to its utility and affordable price. 743,740 cars were manufactured.

CX: 1974 – 1991          Named Car of the Year in 1974, CX represents the Citroën high-end car during the 1970s. Particularly innovative, its creators were the forerunners of hands-free controls for drivers. 1,169,695 sales made in the space of 15 years.

Visa: 1978 – 1988         Visa was the small hatchback that made a big impression. Various special series and variants, in particular for sporting competitions, emphasised its notoriety. During its 10 years on the market, 1,254,390 units were manufactured. In 1988, its GTi version was the focus of a highly popular commercial that featured the aircraft carrier Clémenceau.

C3 Aircross: since 2017             C3 Aircross, presented for the first time at the 2017 Frankfurt Motor Show, stands apart from other SUVs available on the market for its design, comfort and first-in-class modularity. A connected car equipped with 12 driver assistance technologies, C3 Aircross has already notched up 60,000 sales.

New C4 Cactus hatchback: since 2018      New C4 Cactus is Citroën’s ultra-comfortable hatchback, the first in Europe to use the Progressive Hydraulic Cushions™ suspension system.

CXPERIENCE: revealed in 2016    Presented at the 2016 Paris Motor Show, the CXPERIENCE concept car reinterpreted the codes of the high-end hatchback and allowed Citroën to highlight its creativity in terms of design, comfort and technologies.

 

 

CREDITS

ADVERTISER: CITROËN

Arnaud Belloni, Claudine Borel, Sylvain Peraldi, Amélie de Chabannes

 

PRODUCTION COMPANY: INSURRECTION

SOUND PRODUCTION: GUM

DIRECTOR: François Rousselet

CINEMATOGRAPHER: Stéphane Fontaine

 

AGENCY: TRACTION (BETC)

Agency heads: Bertille Toledano, Hugues Reboul, Julien Grimaldi, Anyce Nedir, Marine Bridant, Marina Kovalenko, Sandrine Rey

Creative director: Stéphane Xiberras

Creative director: Nicolas Lautier

Art director: Matthieu Vivinis

Strategic planning: Philippe Martin Davis

Created and written by: Jean-Romain Sparano

Traffic: Nathalie Sanseigne

TV producer: Caroline Petruccelli


 

The Citroën brand

As an international automotive brand at the heart of the mainstream market, Citroën has cultivated boldness and creativity since 1919. Standing apart through their design and ensuring well-being through comfort and technology, Citroën cars like the New C3 and the New C3 Aircross Compact SUV, bring a breath of fresh air to the automotive world. The brand is popular in its noblest sense: its main source of inspiration is people and their lifestyles. This spirit is captured in its signature: “Inspired by You”. It also finds expression through a unique customer experience with its city store concept ‘La Maison Citroën’, its online opinion site ‘Citroën Advisor’ and mobility solutions such as Citroën Rent & Smile and Citroën Earn & Drive. With 10,000 sales and after-sales points in nearly 80 countries, Citroën sold 1.1 million vehicles in 2017. The Brand has also amassed eight Manufacturers’ titles in the World Rally Championship and won three consecutive Manufacturers’ title in the FIA World Touring Car Championship.

 

PRESS CONTACTS
Paul Mahouin - Tel: +33 (0)7 61 52 63 16 - paul.mahouin@citroen.com

Nathalie Roussel - Tel.: +33 (0)6 87 77 41 82 - nathalie.roussel@citroen.com

Find all your Citroën press contacts on http://int-media.citroen.com/en/contacts-list

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