Description
Some cars are instantly recognizable by their logo, others by their design. And then there's the 2 CV.
Its timeless silhouette, round headlights and unmistakable sound: for nearly 80 years, the 2 CV has held a special place in the collective imagination. A people's car turned cultural icon, it has been part of family holidays, first road trips, journeys off the beaten track and the lives of generations of French people.
In 2026, it's making a comeback, more in tune than ever with today's aspirations: compact, agile and connected, bringing electric mobility and everyday optimism within everyone's reach.
To mark the Paris Motor Show, Citroën is unveiling the 2 CV Concept and has entrusted BETC Paris with the launch campaign for this iconic model.
Designed as a major event in its own right, the campaign unfolds in two phases, teasing and reveal, across outdoor advertising, a manifesto film and social media. With one ambition: to bring back the 2 CV without simply looking in the rearview mirror.
The 2 CV makes its comeback at Porte de Versailles
From October 5 to 18, BETC Paris is taking over the entire Porte de Versailles metro station, which serves the Paris Motor Show, transforming it into the ultimate playground for the 2 CV's return.
But during the first week, there's no car in sight.
Instead, commuters are greeted by a series of intriguing clues and objects: two miniature horses, a carton of eggs, two duck feet and an umbrella. Each is a playful nod to the 2 CV's nicknames, history and mythology.
These objects appear alongside close-up visuals revealing details of the 2 CV Concept's iconic design: the curve of its bodywork, a headlight, an air intake.
A silhouette never fully revealed, yet instantly recognizable.
When the Paris Motor Show opens on October 12, the mystery comes to an end. The entire station switches into reveal mode: platforms, corridors, entrances and advertising spaces unveil the 2 CV Concept in all its detail, transforming Porte de Versailles station into a true extension of the Paris Motor Show.
The campaign also extends across social media.
This professional campaign titled 'TIME 2 MEET AGAIN' was published in France in October, 2026. It was created for the brand: Citroën, by ad agency: BETC Paris. This Film medium campaign is related to the Automotive and Personal Transportation industry and contains 1 media asset. It was submitted 5 minutes ago.
