Citroën

The Challenge: Only 8% of Danes would consider buying a French car. 4% didn’t have any opinion. And 88%? They’d never dream of it.

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 all presented by the biggest fancophile in Denmark - Jørgen Leth.