- Citroen's rich history and iconic models celebrated in new brand campaign
- Campaign paired with timeless and iconic soundtrack – Take a long way home by Roger Hodgson, co-founder of Supertramp
- Citroen history celebrated virtually via interactive www.citroenorigins.co.uk
Citroën overnight has launched a new brand campaign that celebrates the French marques rich history in which iconic Citroën models transport a hitchhiker through time.
View here - https://www.youtube.com/watch?v=WvCuM3FNcWQ
Paired to an iconic soundtrack – Take a long way home by Roger Hodgson, co-founder of Supertramp -The heroes of the campaign include a 2CV, Type H, Méhari, CX, Visa GTi, C3 Aircross, C4 Cactus and the CXPERIENCE Concept.
From 2CV to CX, Traction to Mehari, Berlingo to C4 Cactus, Citroën has been observing people for years, their desire for adventure, freedom, family trips or get-togethers with friends to offer them automobiles. who have the intelligence of their lives. The new institutional campaign launched in the coming days illustrates this story begun in 1919: "Our vision of mobility is born of your desire for freedom".
To give life to the brand signature "INSPIRED BY YOU Unveiled in October 2016, Citroën has entrusted the agency Traction (BETC) the design of a film capable of transporting us in different times, in which the models of the Brand accompany the need for freedom of a hitchhiker. In turn, he boarded 2CV, Type H, Mehari, CX, GTi Visa, C3 Aircross, New C4 Cactus sedan, ... and each car, its era. Winks accompany this walk in an individual story but also collective: the Tour de France, holidays with friends, horses like in the advertising "wild herringbone", the 80s with the gold chain that shines and the sound to the bottom ... Until the cars of today and tomorrow with CXPERIENCE, the concept that foreshadows the future of the large Citroën sedan.
" If Citroën has been such a popular brand for nearly 100 years, it's because it's made generations that it's inspired by people's lives: from students in 2CV and C1 to the top of the world. 'State, in CX as in C6 ' says Arnaud Belloni, Senior Vice President Marketing & Communication Citroën.
"After the launch of the signature 'CITROËN INSPIRED BY YOU' less than two years ago, this new film depicts some of the iconic cars in our heritage, without being a historical film. The brand has always been able to observe people's expectations in terms of cars and, more broadly, mobility . This shared history also resonates with our current range, with a unique design and reference comfort ! "
To tell this epic, where the main actor is not the driver but the passenger, the agency has surrounded itself with the best French director and director: François Rousselet (Nike, AX, Diesel, but also the clips of JUSTICE and Rolling Stones) and Stéphane Fontaine (Beat my heart stopped, Captain Fantastic, Jackie ...).
The images are accompanied by a timeless musical success , "Take a long way home" by Roger Hodgson, co-founder of Supertramp.
Shot in Spain in the Sierra Nevada and Barcelona, and broadcast in 30, 45 and 60 seconds, the campaign begins on April 4 in Europe (Netherlands, Spain, France on April 15, Belgium, Italy, Switzerland, Germany Portugal, Great Britain, Poland).
This international campaign will continue beyond in the main countries where the Brand is present.
It is also completed with a digital version of 90 seconds.
MOVIES AND PHOTOS AVAILABLE ON :
http://www.citroencommunication-echange.com/
Identifier (MAJ): CAMPAIGN_2018
Password (MAJ): BRAND_18
To discover online: https://youtu.be/dg_IuSrcPm4
CITROËN SUCCESSIVE LOGOS
1919 - 1921: In 1900, André Citroën buys then exploits a patent in Poland on the size of gears in the form of chevrons. When he decided to embark on the car industry in 1919 he then took up the double chevron symbol, a testimony to his success. The 1st logo shows the yellow chevrons on a blue background.
1921 - 1959: In 1921, the first evolution of the logo appears. The oval is replaced by a hexagon in blue background to bring out the yellow chevrons. In 1936, the name Citroën is also visible on the logo.
1932-1935: At the beginning of the 1930s, a parallel logo appeared. It is the representation of a swan sailing in the Citroën rafters. This bird symbol of new floating engines is present in the bow of some Rosalie cars.
1959 - 1966: A new visual identity is unveiled by Citroën in 1959. The yellow chevrons remain present on the logo and go beyond a white ellipse. Two colors of chevrons will be available. The first in yellow, for agents and the second in gold, for dealers.
1966 - 1985: From 1966, the ellipse and the yellow chevrons are still present but from now on a blue square with Citroën below the logo makes its appearance.
1985 - 2009: In 1985, a radical change in the Brand is conducted. In order to modernize and boost its image, Citroën is choosing new colours. The blue and yellow are replaced by the red and white so we discover the white chevrons in a red square.
2009 - 2016: In 2009, Citroën unveils a brand new logo with chrome chevrons and rounded, represented in 3D and the name of the Brand written in red below. This approach remains in the same perspective as the previous logo in wanting to give a modernized image of the Brand.
Since 2016: In 2016, Citroën reveals an evolution of the logo in 2D (two dimensions). Inspired by flat design, this version of the logo goes to the essentials to be more easily identifiable.
THE GENERIC MODELS OF THE FILM, TO FIND ON 'CITROËN ORIGINS' THE VIRTUAL MUSEUM ONLINE THE BRAND : www.citroenorigins.co.uk
2CV: 1948 - 1990 First appearance noticed at the Paris Salon in 1948, 2CV is described as "Four wheels under an umbrella" can "carry a basket of eggs through a field without breaking a single". The "Very Small Car" TPV is coming to the market. 3,868,634 copies were produced.
Type H: 1948 - 1981 Known worldwide and often revisited in Food Trucks from now on, Type H is a legendary vehicle and has demonstrated for 40 years the effectiveness of its innovative design for a utility of the time. Throughout these glory years, 473,289 copies were made.
Méhari: 1968 - 1987 A car emblematic for its 100% plastic body which does not fear scratches and corrosion, Méhari is a useful and economical cabriolet, hence its fame. 743,740 copies were made.
CX: 1974 - 1991 Voted Car of the Year in 1974, CX is Citroën's high-end car during the 1970s. Its innovators are the precursors of accessible controls without removing the hands of the steering wheel. 1,169,695 copies sold in the space of 15 years.
Visa: 1978 - 1988 Visa is the little sedan that surprises. Different special and derived series especially for sports competitions increase its notoriety. During the 10 years of its commercialization, 1,254,390 copies will be manufactured. In 1988, its GTi version was the subject of a very famous commercial featuring the Clémenceau aircraft carrier.
C3 Aircross: since 2017 C3 Aircross, presented for the 1 st time at the 2017 Frankfurt Show, is different from other SUV on the market by its design, its comfort and modularity reference. Connected vehicle rich of 12 technologies of driving aids, C3 Aircross has already reached 60,000 sales.
C4 Cactus: since 2018 New C4 Cactus sedan is the ultra-comfortable Citroën sedan, since it introduces in Europe the Citroën suspensions with Progressive Hydraulic Stoppers TM .
CXPERIENCE: revealed in 2016 Presented at the Paris Motor Show in 2016, the CXPERIENCE concept car reinterprets the codes of the high-end sedan and enables Citroën to highlight its creativity in terms of design, comfort and convenience. technologies.