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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

Citroën’s 'Perfect Day’ Will Be Sure to Turn Your Blue Monday Around

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 Agency

Creative Director: Jon Mycroft

Art Director: Dan Harries

Senior Account Manager: Emily Woollcombe-Adams

Creative Agency: Scorch London

Strategy: Duncan Ramsay

Media Agency

Media Agency: OMD

Offline

Editor: Dan Hankinson, Craig Smith

Production Company

Director: Steve Jay, Will Clark Smith

Production Company: Scorch London

Category: Automotive , Cars

Genre: Documentary