Citroën and Rip Curl have partnered up for the promotion of the new Special Edition Citroën Spacetourer Rip Curl. Part of an ambition to develop new forms of original and innovative communication for Citroën, Traction (BETC) has created a piece of brand content to bring professional surfers closer to their families while they’re away.
Professional surfers spend a lot of time traveling, far from their families. Waxing the board before hitting the waves is an important ritual and it was with this in mind that Traction created special crayons made of surf wax, making it possible for the surfers’ kids to draw or write directly on their parents boards, allowing them to bring a little part of their family with them.
For this project three boards were created using drawings made by French Pro Surfer Vincent Duvignac’s son. The crayons are made in France by GreenFix from natural ingredients and non-toxic pigments, they were designed for the campaign but will be produced on a large scale.
Later in May 2018, a contest will be launched in several European countries where kids can draw on a blank virtual board on the Citroën’s Facebook page. The winners receives a unique Rip Curl board with their drawing reproduced identically by a shaper and a box of crayons in wax.
This brand content campaign underlines Citroën and its dedicated agency Traction’s ambition and desire to not limit itself to traditional content and to produce alternative formats for the brand.