Client: Citroen
Agency: Rapp
Agency: Rapp
LIVE LIFE BEYOND
C5 AIRCROSS BEYOND LAUNCH
To introduce the Citroen C5 Aircross SUV, dubbed "Beyond," we sought a unique approach to captivate audiences on a limited budget. Aptly renamed to reflect its adventurous spirit and capabilities that push past traditional SUV boundaries, "Beyond" also pays homage to the iconic Cantonese band known for inspiring listeners to transcend limits. The band's hit, "Boundless Ocean, Vast Skies," set the tone for our launch video, embodying the theme "Live life beyond."
The campaign narrative spotlights three personas embodying our core target demographic, navigating through life's challenges in love, friendship, and family. Each story arc showcases struggles that, when faced with passion and the spirit of freedom, can lead to breakthroughs and achievements beyond expectations. This strategy not only highlights the Citroen C5 Aircross SUV's essence but also resonates with viewers' aspirations for overcoming obstacles and living life to the fullest.
Lifestyle photography art direction
