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Creative

C4 Citroën Goes Electric for 2020, and it's Pretty Happy About It

BETC celebrates Citroen's latest model with the help of the catchy 'Happy Day'

C4 Citroën Goes Electric for 2020, and it's Pretty Happy About It

This year, Citroën presents the Citroën C4, marking a new chapter in the history of its compact sedans, which began in 1928. Citroën has always sought to make the road more comfortable for everyone - a mission at the heart of its DNA. 

In its 100% electric version, the Citroën ë-C4 becomes a new pillar of the car manufacturer's promise to offer a range of electric vehicles for all, and for all uses.

With the Citroën C4 and Citroën ë-C4 -100% electric, those who drive and love sedans can enjoy the best in comfort while surrounded by innovative technology.

The launch campaign for the new Citroën C4 is first and foremost a song: ‘Happy Day’, which will be the anthem of the new global advertising campaign orchestrated by Traction (BETC Group).

It's A Song About Freedom, and a homage to the passion for automobiles that has driven Citroën for more than 100 years.

In ‘Happy Day’, we follow the paras travels through key periods of the Citroën sedan. The onlookers begin to sing ‘Happy Day’ as the new ë-C4 passes by, which, now available in 100% electric, paves the way for an optimistic future.

The campaign was directed  by  Thierry  Poiraud  (Insurrection),  who  previously  accompanied the brand for the film ‘The Hitchhiker’, launched for Citroën's 100-year anniversary.

This film, a global celebration of the electrification of Citroën Sedans, will broadcast on social networks from 9th September. ‘Happy Days’ completes the global C4 launch by Traction, accompanied by the film ‘Oh La La!’ which revisits the brand's heritage on a more personal and emotional level.

All C4 campaigns will be signed: New Citroën C4, Open the road.

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TITLE: CITROËN C4 - HAPPY DAY

Brand

BRAND: AUTOMOBILES CITROËN

ADVERTISER: ARNAUD BELLONI, BRUNO GISQUET, FRÉDÉRIQUE ARBONA, SANDRINE DELOUCHE

AGENCY: TRACTION/BETC

AGENCY RESPONSIBLE: BERTILLE TOLEDANO, HUGUES REBOUL, EMMANUELLE WOEHREL, JULIEN GRIMALDI, LUDOVIC HALARY, MERIEM SAADOUN, HÉLÈNE TALBOT

Creative

EXECUTIVE CREATIVE DIRECTOR: STÉPHANE XIBERRAS

CREATIVE DIRECTOR: NICOLAS LAUTIER

SENIOR STRATEGIC PLANNER: PHILIPPE MARTIN DAVIES

COPYWRITER: ANTOINE GAUQUELIN

ARTISTIC DIRECTOR: JULIEN SCHMITT

CREATIVE PRODUCER: CAROLINE PETRUCCELLI

PRODUCTION: INSURRECTION

DIRECTOR: THIERRY POIRAUD

PRODUCER: HÉLÈNE DAUBERT

DIRECTOR OF PHOTOGRAPHY: MATHIAS BOUCARD

LINE PRODUCER: MOUNIA MEBARKI

PRODUCTION COORDINATOR: STELLA ROSSINI

FIRST ASSISTANT DIRECTOR: FREDERIC MONNET

Music

MUSIC: ‘OH HAPPYDAY’

AUTHORS / COMPOSER: THE EDWIN HAWKINS SINGERS

PUBLISHING: SONY ATV MUSIC PUBLISHING

PRODUCER: START-REC

SUPERVISOR: START-REC

COUNTRY: FRANCE

Sound

SOUND: VFX, MIX & VO

POST PRODUCTION: MIKROS

POST PRODUCTION DIRECTOR: CHRISTOPHE HUCHE

Category: Automotive , Cars

Genre: Music & Sound Design , People , Storytelling