In Europe, specially in France, Citroën is a well known and loved brand, whereas in Argentina the brand is not TOM when changing the car.

2019 was the year of its 100 anniversary and that was a great opportunity to create a branding campaign that would help us to increase awareness, consideration, and brand appeal locally.

We settled pr promotion and Social Media Content Viralization as our main objectives for this campaign.

In 2019 Citroën celebrated 100 years of history.

In Argentina, Citroën is an iconic brand, and Argentinians we love history, ours and world’s. So, we wanted to celebrate the anniversary in a special way, honoring Citroën´s history along with world's history.

We wanted to make a connection between people and the brand, and to educate them about the brand to increase its consideration.

We knew that the history of the Citroën brand is the tale of a visionary carmaker. The man who created the company, André Citroën, revolutionized French automotive manufacturing, drawing inspiration from the American model of mass production, and thus helping to popularize the car in France and across Europe.

In Argentina, however, this compelling story is not popularly known and the best way to make people engage with the brand was to communicate all these interesting facts.

At the same time, we knew that every year of our history has a lot to tell, of Citroën but also of humanity, globally and locally.

So, we created 100 prints,one for each year of history. Each graphic visually told the highlights of that

The French brand Citroën celebrated a century of life during 2019 with an impressive graphic story that recounts the progress of the world year after year and how the company has been part of that evolution. In this way, his landmarks and models accompany the most important political, social and cultural events from that distant 1919 to the present day in a series of beautiful illustrations.

In order to make this possible, we had to recollect a great amount of data about history and about the brand, that nurture the illustrations and book.

With the research and the recollection of historical data we created illustrations that represents the iconic moments of each year.

Citroën's 100 years campaign was accessible on the web, where users were able to see all the graphic pieces and even download them as wallpapers in desktop or smartphone format. With super entertaining, colloquial and funny texts, you could easily navigate through the last century and discover, for example, what was happening in the world, in Argentina and at Citroën the year you were born.

During October and November 2019, the illustrations and the story of the brand were the attraction of different media headlines, such as La Nación, Los Andes, Total Medios. The centenary of the brand took over the traditional and advertising media.

The news manages to expand internationally reaching sites like THE DRUM and AD AGE.

Memories and stories with the brand on social media conversations showed that the campaign make an impact on the relationship between the audience and the brand.

With a nostalgic and melancholic tone, the illustrations incited fans to tell and share their memories with the brand.