Created by BETC Havas, the campaign features digital pieces and point-of-sale material
Citroën launched the C4 Cactus campaign with the concept “Being original is irresistible”.
The campaign, created by BETC Havas, features a 60” film that shows a floating white cube transiting through the city. Gradually, as it crosses the path with creative and different people, this cube is transformed into the car.
The campaign also aims to present a new way for Citroën to communicate with people, highlighting creativity, modernity and originality as important attributes of the brand’s models.
“This campaign that we are launching together with BETC Havas brings this differentiated and daring way of communicating, breaking the barriers of common sense and providing customers with a unique experience”, said Fred Battaglia, CMO South America at Stellantis.
In addition to the film broadcast on closed TV, the communication strategy developed by the agency includes pieces for digital channels and point-of-sale materials.
“We were able to find in this campaign an incredible opportunity to reposition a brand in Brazil with a project for the whole of South America”, highlighted Marcelo Ribeiro, associate creative director at BETC Havas.
