Citroën turns 100 years old in 2019. One hundred years at the forefront of technological advances and style trends when it comes to automobile design. The fact is that Citroën has always been a trendsetter when it comes to its vehicles. And to celebrate these 100 years, BETC/Havas has developed a special action that will take its fashion sense beyond the road and to the styles of car lovers.
Which is why Citroën has developed, in partnership with Scarf.ME (the largest store of its kind in Brazil), a collection of scarves with 10 different patterns, inspired by the automobile manufacturer's most classic models.
The collection titled Citroën Scarves features exclusive patterns as iconic as the Citroën vehicles themselves. All Citroën models were studied and the most innovative elements of each one became inspiration for the creation of each scarf. Like the Citroën Type N350, for example, a fire truck that debuted in 1967 and was given the nickname "The Flaming Devil." To represent this, one of the scarves features a pattern with iconic imagery related to firefighters. For each car, a specific design was created based on an innovative element that revolutionized the aesthetics of the road.
The scarves are being showcased at the online boutique and, by clicking on them, customers will be directed to the Scarf Me website.
Design advertisement created by Havas, Brazil for Citroën, within the categories: Automotive, Retail Services.
CCO: Erh Ray
ECD: Andrea Siqueira
Creative Direction: Lucas Ribeiro, Alexandre Kazuo
Creation: Alexandre Kazuo, Lucas Ribeiro, Guilherme Possobon, Victor Castelo, Lígia Fava, Juliano Brito, Victor Piva, Micael Andrade, Arthur Zambone
Brand & Business: Heloisa Figueiredo, Marcela Jundurian
Strategy: Agatha Kim, Renato Duo, Jaqueline Silva
Channels & Engagement: Carlinha Gagliardi, Thiago Fernandes, Fabricio Duarte
Motion: Micael Andrade, Victor Piva, Alexandre Kazuo, Guilherme Possobon, Tiago Hasegawa, Paulo Alberto, Breno Amorim
Audio Production: Jamute
Editorial Photography: Thinkers (Rodrigo Maltchique)
Still Photography: Estúdio Genga
Advertiser: Antoine Gaston Breton, Silvia Torrecillas, Helena Costa