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A long, poetic love affair gets Citroën back in the race in a competitive market

Citroën is priced at the lower end of the Danish car-market but, unlike many of its competitors, has a long history of exceptional originality, as demonstrated by its iconic cars such as the legendary 2CV and DS19. But how do you tap into this without being overly nostalgic? And how do you adapt a set global strategy to what is an unusual Danish market?

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Citroën

The Task

Together with Kunde & Co, Citroën conducted a market survey of 3,500 people that centred on their opinions of existing and new creative concepts. This enabled the company to get to know its Danish customers, their behaviour and how they related to the 100-year-old brand. The task was to translate segments, behaviour and data into emotional and impactful storytelling.

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The Challenge

As with many campaigns the KPIs are numerous. The concept needs to stand out from the crowd, function with heavy tactical messaging and be able to be versioned to ensure longevity as well as encompass multiple products.

All these factors present a challenge on how to maintain authenticity; how do you support and build the brand while converting brand power into sales at the same time?

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The Concept

How do you create a concept that embrace all the components that make Citroën so special? How do encapsulate the originality, the beautiful design, the charm, the comfort, the creativity and the great heritage? You make the concept a person. Another true bon vivant. We made the beloved director, poet and journalist Jørgen Leth the concept.

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The Team

As Jørgen Leth rarely does commercials, his son, the award-winning Asger Leth, was crucial for the campaign. Their relation and Asger’s vision were perfect for achieving the required authenticity and emotions.

With such a strong duo, the project attracted other creative forces, such as the world-renowned photographer Nicolaj Brüel

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https://www.youtube.com/watch?v=D7QSGPDi6gQ

Jørgen Leth

Leth is a true original who cares deeply about aesthetics, design, creativity, heritage and most importantly – Citroën. The love story between Citroën and Jørgen started when he bought his first car many decades ago and his warm feelings for the brand have shown themselves in both his poetry and film making.

Jørgen is a true artisan of the written word. He’s become famous for making everything he articulates deeply poetic, stimulating and thought-provoking – especially if it’s something he loves, like the Tour de France, films… or Citroën.

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Want to know more?

Jacob Blegvad

Group Director
Read more

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HTH GO

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