Citroën Ami

Automotive brands can be challenging to write for.

Buyers can be extremely cautious (cars ain't cheap); they tend to be older, more traditional and not as active on social media as younger audiences, so one has to work harder to reach them.

But toss all that out the window when thinking about the Ami.

This isn’t for older drivers, it’s a fully electric, four-wheeled quadricycle (a real thing) made from recycled materials aimed almost exclusively at young urbanites.

In France you don’t even need a licence to operate one and can get one when you’re 14!

So, our messaging for this needed to be vibrant, youthful and, mirroring Citroën’s master brand, a little bit colourful.

What you’re about to read is part of the creative build and some executions that I was creative lead for.

A screengrab of the campaign creative strategy build

“This is not a car” was the creative platform we chose for this project because it spoke directly to the rebelliousness of our under-35 target audience and encapsulated the quirky reasons why the Ami is special and should be viewed as more than just a car but rather a whole new way to access mobility - see friends, have nights out and find freedom.

It also leant into the visual and technical appeal of Ami with its quirky looks, opposing doors, and its electric motor that's the same size as one on an electric bike - it’s definitely not a car.

Content

Credits

Creative Director: Chris Lawson

Content Director/Copywriter: Stuart Larkin

Art Director: Sam Thorne

Account Director: Becky Burchill

Agency: 33Seconds for Citroën