Kittens

Peugeot has launched the new 308 with a playful new European campaign. Set in a city where every car is a kitten, the campaign introduces the new Peugeot 308 as the lion who awakens - and rises to reign as the true king of the kingdom.

The campaign features a 60-second hero film titled ‘Kittens’, featuring a litter of cute, loveable kittens used as a bold visual metaphor. The cast highlights a simple but powerful idea: in a city where every car is a kitten, the new Peugeot 308 sets itself apart as a lion - confident, commanding, and unmistakably dominant.

Directed by Julien & Quentin through international production company HAMLET, ‘Kittens’ nods to the specialist skill of handcrafted production design. The film was shot entirely in camera on a handmade miniature city set created by local artists with a cast of 30 kittens!

Each kitten in the film symbolizes a car from a competing brand, going about its daily routine. We follow the kittens emerging from a garage after a night’s rest, stuck in a tedious motorway jam, waiting at traffic lights - all familiar daily journeys through the city.

Then, the new Peugeot 308 is revealed. It ruffles some fur, disrupts the status quo, and roars into life - gliding effortlessly through the city streets.

The campaign is running across TV, press, digital, print and CRM channels across Europe.

The new Peugeot 308 is available to buy in the Spring.