Citroën’s 'Perfect Day’ Will Be Sure to Turn Your Blue Monday Around
lbbonline.com, 8 months, 2 weeks ago
Happy-go-lucky campaign launched by Scorch London takes on the most depressing day of the year
Who is the happiest person you’ve ever met? Overtly content souls linger in our memories due to their infectious personalities and warm demeanours. We can all remember those who have brightened our day with a kind word or unsuspecting gesture and often inspire the rest of us to live our lives with a different perspective.
Citroën has embarked upon an ambitious video campaign to explore that sentiment across the UK. Devised by London advertising agency Scorch London, ‘Citroën’s Perfect Day’ is a journey around the UK to meet the happiest, most inspiring people that our nation has to offer. Their collective experiences together form a perfect 24 hour time period.
With the launch preceding ‘Blue Monday’, allegedly the most depressing day of the year, Citroën hopes to change the mood of the nation through this poignant and inspiring series of videos. The main film features all twelve personalities from a variety of walks of life, all showcasing their unique perspective and reasons that they’re so happy. This is accompanied by twelve individual films, where we get to meet each person in more depth and further explore their stories.
With a fleet of vehicles as diverse as the people that feature in the videos, Citroën has then invited the nation to create their own perfect day by offering everyone the opportunity to enjoy the Citroën vehicle of their choice for 24 hours.
Victoria Hatfield, Platform Head - Marketing, Citroën UK, said: "‘Perfect Day’ is about communicating the joy and passion for life that we have at Citroën, whilst at the same time capitalising on the growth in mobile video consumption on platforms such as YouTube and Facebook. By using real people who find their passion for life by helping others, taking on exceptional challenges and finding beauty in the everyday experiences that life brings we hope to build an emotional connection with our current and prospective customers."
Steve Jay, Managing Partner of Scorch London, the Soho-based advertising agency behind the new campaign, said: "Citroën’s ambition to change the mood of the nation through not only this video activity, but also the 24 hour test drive promotion, demonstrates the cultural impact that the brand wants to have on the UK. We couldn’t be happier that they agreed to greenlight such a bold creative idea."
Creative Director:Jon Mycroft
Art Director:Dan Harries
Senior Account Manager:Emily Woollcombe-Adams
Creative Agency:Scorch London
Editor:Dan Hankinson, Craig Smith
Director:Steve Jay, Will Clark Smith
Production Company:Scorch London
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