CITROëN - C4 RIPCURL EDITION

An adaptation brief gone wild.

For Citroën to borrow from surf culture legitimately and effectively, we knew we needed to do more than adapt the cliché-ridden posters provided.

We commissioned three unique and hand-painted, but completely useable, shortboards from icons in the surf industry. The creative story was documented with the car being a partner and central figure in the process.

Like a new media buzzword dictionary, content pieces, social posts, banners, PR pieces and better posters were soon being bought and produced by a (previously) unloved local client. Nice.

Then, an eBay auction of the original surfboards to raise money for the Wave Project charity. Great.

A Citroën dealership in the Midlands even created their own custom boards and charitable auction, completely of their own volition.

We got three artists from three parts of the world to visualise their image of adventure, to celebrate the launch of the C4 Cactus Rip Curl edition. Check out Phil Roberts from Florida, Kosh from SE England and Fieldey, from Perth AUS, all doing their stuff. These unique boards were then auctioned off for the Wave Project, a UK-based charity helping kids battle their brains by giving them confidence. Flog a car, help a kid. Feel good.