Citroën It has been proposed to change the rules of the mobility game and its AMI model is a perfect crop field to achieve this goal. It is a 100% electric, compact and designed car for drivers without a license, which now stars in a breeding advertising campaign in which the confetti is the travel companion.
Under the claim of “Wanna Play?”has been developed by the creative agency BETC and directed by Torben Kjelstrup. With a vibrant aesthetic, an energetic rhythm and tons of confetti, the announcement transforms urban driving into a cheerful and liberating visual experience. The story begins with a young woman overwhelmed for a routine day. But when you get on your AMI and step on the accelerator, your world becomes a color festival where worries disappear instantly. Each obstacle on its path becomes confetti while making its way to the coast. And just when it seems that the trip ends, another AMI enters the scene and the adventure restarts.
This playful and casual approach is in line with previous Citroën campaigns. According to Federico Goyret, Marketing and Communication Director at Citroën, “This campaign comes with overwhelming energy and a clear purpose: to show how the AMI makes the city more accessible and much more fun.”
The production has been in charge of Soldats, while the visual – crucial effects to give life to the announcement universe – are a work of the Light study. This team is known for its participation in blockbusters such as “The Dark Knight” and, more recently, in “Sinners”, by Ryan Coogler.
For “Wanna Play?”, As detailed in a statement, multiple were made Color, density and behavior tests of the confetti until the admosphere of the announcement is achieved.
Another key element is music. And it is that Citroën has opted for “Tukuntazo”, a contemporary track of El Cherry Scom, Haraca Kiko and Tokischa. “The goal was to create an ad that people would like to shake”says Nicholas Bakshi, creative director at BETC. “And we knew it was the right song when, after 100 hours of editing, we still couldn’t stop dancing it.”
Beyond the visual and auditory show, the announcement is full of winks to Real Advantages of AMI: It is easily charged in a domestic plug, its reduced size allows it to park almost anywhere and can be conducted from the age of 14 in many European countries. The closure of the spot makes it clear, showing a very young driver behind the wheel, with the smile of who discovers freedom for the first time.
The official launch of the campaign took place on June 2 in France, with digital versions of 30 seconds and a 360 ° strategy on social networks. Subsequently, it will extend to other countries in Europe.
