Citroën

The Challenge: Only 8% of Danish drivers would consider buying a French car and 88% would NEVER dream of buying one.

The Solution: We decided to go after the 8% and forget about the unfrench (uncultured) 88%. We chose the most French of all Danes to share his old love for the brand and make it look as far away from the classic car ads set in mountains, country roads and deserts.