Citroën and BETC create a world of fun in their latest explosive campaign for the all-new Ami.
In a world where cars often stand for status or routine, the Ami offers something radically different. Compact, electric and full of character, the Ami boldly reimagines everyday mobility. And how do you introduce a car that breaks every rule? By blowing up the rules of automotive advertising. Enter Wanna Play?, the latest campaign from Citroën made by its agency BETC for the all-new Ami. Directed by Torben Kjelstrup, this daring and vibrant campaign transforms city driving into a confetti-fueled joyride.
The film follows a young woman after a long, sweltering day in the city. She steps into her Ami, hits the accelerator and poof: a new superpower is unlocked as her world is transformed into bright bursts of color. Daily obstacles evaporate into confetti as she drives, turning the city into her stress-free playground as she makes her way to the coast to unwind. That is, of course, until another Ami appears and the adventure begins anew.
This latest work builds on Citroën’s strong run of boundary breaking campaigns including The Alien for the ë-C4, and The Revolution for the ë-C3, blending surreal environments with high impact, engaging storytelling. “This campaign for the Ami bursts onto the scene with a bold energy. It perfectly captures what the car is designed to do for young, urban drivers: make city life more accessible and a lot more fun,” says Federico Goyret, CMO at Citroën.
The confetti comes to life thanks to Antoine Moulineau and the VFX wizards at LIGHT, the visual effects studio behind blockbusters like The Dark Knight and, most recently, Ryan Coogler’s Sinners. Working tirelessly together, and after rounds of color and density tests, practical effects and digital artistry were perfectly blended to create a world that feels impossibly real and irresistibly fun.
Of equal importance was the music chosen for the film. Music has become a supporting character in Citroën’s recent string of work — using iconic tracks from the likes of David Bowie and Chicago. For Wanna Play?, the agency did things a little differently, choosing a contemporary track Tukuntazo, by El Cherry Scom, Haraca Kiko, and Tokischa. “The goal was to make a commercial that people would want to Shazam,” notes Nick Bakshi, BETC Creative Director. “We knew we had the right track when after 100 hours locked in the edit room with it, we still weren’t sick of it.
”Throughout the film are playful easter eggs that feature what makes the Ami so unique including its ability to charge in a standard home outlet and it’s compact size that’s perfect for a half-space parking. Most notably, the campaign ends with 14 year old driver, showcasing that you don’t even need a license to experience the joy of driving an Ami.
Produced by SOLDATS, the campaign creatively positions the Ami as a catalyst for fun and invites everyone — from daily commuters to 14 years old hitting the road for the first time — to see their city in technicolor.
More than just a film, Wanna Play? is part of a broader narrative experience, imagined and brought to life on social media by BETC Fullsix. Tapping into digital and social codes to push boundaries of traditional 360° campaigns, this creative expression of the film takes its own unique and playful tone, while building on the film’s universe.
The campaign will go live on June 2nd in France with a 30’’ digital film, then will be broadcasted across Europe.
To take things a step further in this campaign, Citroën is unveiling the all-new Ami Buggy — the ultimate expression of its free-spirited and offbeat mindset. Building on the strong success of previous limited editions, this eagerly awaited version is ready to make its mark ! Wanna play?
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CREDITS
Advertiser: Federico Goyret, Fabian Rodriguez, Sylvain Peraldi, Jean-Charles Vallet, Manon Jordan, Jamila Harouach
Agency: BETC
President & Chief Creative Officer: Stéphane Xiberras
Account Team: Bertille Toledano, Mehdi Benali, Chloé Pirajean, Aude Devaux, Audélia Hareux, Alexandre Copin
Creative Director: Nick Bakshi
Copywriter: Julia Heydemann
Art Director: Rayhaan Khodabux
Creative Resources Coordinator: Kemi Zinsou
Creative Producer: Magalie Dauleu
Agency Post-Production Producer: Cyrielle Moustin
Strategic Planners: Etienne Averseng, Chloé Wren
BETC Fullsix – Social Media Team
Associate Creative Director: Rodolphe Marcotte
Lead Motion & Creative Makers: Marcus Thouant
Copywriter: Alexia Jalouneix
Art Director: Idris Dahmani
Social Creative Lead: Quentin Lanoizelet
Project Manager: Juliette Mielcarek
3D Artist: Raphaël Benhamou
Director: Torben Kjelstrup
Executive Producer: Perrine Schwartz
Production Director: Julien Berlan
Production Coordinator: Oumeya El Ouadie
Director of Photography: Ben Todd
1st Assistant Director: David Podgornik
Casting Director: Ditte Kiel
Executive Production Service: Radioaktiv Shelter
Executive Producers: Ben Begovic, Albert Zurashvili, Gena Shevchenko
Production Director: Ales Loborec
Set Designer: Nataša Rogelj
Stylist: Tina Tanko
General Stage Manager: Jaka Pokorn
Stage Manager : Tomaz Kolesa
Post-Production: 1to1.Paris
Post-Producers: Grégoire Giral, Ulyssia Marchais
Editor: Rasmus Nyholm Schmidt
Colorist: Nurali Kushkov
Technical Director: Rémi Muzzupapa
Assistant Post-Producer: Claire Bacconnier
Assistant Editors: Julien Malifarge, Alexis Moussard
VFX Supervisor: Antoine Moulineau
Executive Producer: Guillaume Raffi
CG Supervisors: Raphael Bot-Gartner, Laurent Solignac
FX Supervisor: Hugo Astesano
Compositing Supervisor: Chloe Chaucheprat
Associate VFX Producer: Yvon Rauber
Production Manager: Dominik Nankivell
CG Pipeline Supervisor: Jacques Fautrad
Social Media Content Director: Andro Kajzer
Social Media Director of Photography: Iztok Medja
BETC Music Supervisors: Seril Farran, Adam Ghoubali
GUM Producers: Valentine Clément, Athénaïs Rubio
Composers: Paulus Torres Raymi Miguel, Ramon Antonio Reyes, Yasmil Leonardo Felipe, Garis Alexander Reyes Aquino, Tokischa Altagracia Peralta
Publishers: PAULUS MUSIC & RM Music Publishing administered by Republic Network OÜ / Universal Music Corp. on behalf of itself, Equity Artist Publishing and Leordmusic.Inc / BBCR MUSIC / Tokischa BMI pub designee administered by Warner-Tamerlane Publishing Corp
