DS Automobiles
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As Creative Director of the Peugeot, Citroën and DS accounts, a fundamental part of my role was to identify and pursue new creative opportunities, over and above the BAU.
Together with a core agency team, we relentlessly identified new opportunities for each brand and proposed new creative ideas informed by robust data and meaningful insights.
The two DS examples below are a demonstration of this approach.
Both of these speculative ideas were ‘bought’ and went into development, but sadly neither made it to production.
DS 7 Crossback
See the Light
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Identifying a small audience of ‘individualists with interests in technology’, we proposed targeting them with this low-volume, high-impact mailing. It brings to life the new DS 7 Crossback in a genuinely innovative way.
Enclosed in the the DM pack is a HoloKit, a cardboard headset that enables ‘mixed reality’ experiences. Recipients would be able to see the SUV in full 360°, parked outside their home. At the same time, to coincide with the TV advertising, they would find themselves immersed in a twinkling cityscape of Paris – the light of the avant-garde.
DS 3 Crossback
Exquisite Detail
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Ahead of the official launch activity, we wanted to get new DS 3 Crossback exposed to an audience who would appreciate, and talk about, the vehicle’s meticulous design details.
With this DM piece we proposed targeting influential members of the design community, from architects to fashion designers, jewellery makers to photographers.
Inside the diamond-shaped box, was a tiny brochure and a branded magnifying ‘loop’. With it, we invited the recipient to examine every exquisite detail of this beautiful new SUV.
