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Creative

BETC's Traction and Citroën Invent Glasses that Cure Motion Sickness

'Seetroën' uses Boarding Ring technology to cure motion sickness in 10 minutes

BETC's Traction and Citroën Invent Glasses that Cure Motion Sickness

Citroën’s cars are famous for their comfort. It was this insight that inspired the French car manufacturer to make travelling even more comfortable.

With its agency Traction (part of BETC), Citroën introduces Seetroën, the first glasses that prevent motion sickness.

Motion sickness is a common condition that chronically affects more than 30 million people in Europe. One in three people develop symptoms at least once in a lifetime.

Based on this observation, Traction and Citroën have created a unique set of glasses, which will initially be sold in limited and exclusive quantities in the brand's lifestyle boutique, available for pre-ordering from today, July 6th.

The Seetroën glasses use Boarding Ring technology - a patented and tested paramedical device, with a 95% efficiency rate, developed by a French start-up.

Motion sickness is due to a difference in perception between sight and the sense of balance. Coloured liquid moves in rings arranged around the eyes, in the frontal direction (right-left), but also in the sagittal direction (front-back).

This recreates an artificial horizon which re-synchronises sight and the inner-ear and solves motion sickness in less than 10 minutes and in 95% of the cases.

Client

Advertiser: CITROËN

Creative Agency

Creative Agency: Traction

Creative Director: Nicolas Lautier

Copywriter: Alban Gallée

Art Director: Julien Lefèvre & Antoine Montes

Managing Director: Hugues Reboul

President: Bertille Toledano

Executive Creative Directors: Stéphane Xiberras

Planners: Philippe Martin Davies

Creative Technologist: Bao Tu NGoc

Production Company

Production Company: FURY

Director: Kids Go First

Category: Automotive , Cars

Genre: Creative technology