Citroën is launching a revolutionary-themed campaign for the new ë-C3, aiming to make electric cars accessible to everyone. Priced from €23,300 (or €99 a month), the ë-C3 is set to revolutionize the electric vehicle market, breaking the barriers that have made electric cars exclusive to the ultra-wealthy or eco-conscious.
In the campaign directed by Fredrik Bond, rebels crash an ultra-lavish garden party to seize a fleet of ë-C3s from the elites. Against the backdrop of David Bowie’s "Suffragette City," the rebels navigate through absurd security measures as the elites try to keep the electric cars away from the masses.
The campaign, created by BETC Paris and produced by La Pac in partnership with Stink Paris, includes a 80-second film and a series of comical :15 second product videos. These will be complemented by print, radio, and social media content.
The campaign was conceived by BETC Paris and produced by La Pac in partnership with Stink Paris.
“Be reasonable, ask for the impossible, that's what we wanted to say for the launch of an electric car accessible to all,” said BETC Paris President and Chief Creative Officer Stéphane Xiberras. “Okay... so the film isn't very reasonable, but since ‘impossible isn't French’, thanks to Citroen, thanks to all our team and thanks to Fredrik Bond for making the impossible possible.”
The film is the second major project under new Citroen Vice President, Global Marketing & communications, Federico Goyret, who said of the campaign: “The new ë-C3 is a revolutionary product, offering accessible, high quality, electric mobility for everyone for the first time. This product deserved a catchy, high impact, visually stunning campaign, adorned with a fantastic soundtrack.”
Ad Agency: BETC Paris
Chief Creative Officer: Stephane Xiberras
Creative Director: Nicholas Bakshi
Copywriter: Matt Jones
Art Director: Abi Stephenson
Designer: Anthony Tavares
Director: Fredrik Bond
Production Companies: VERY CONTENT, STINK
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