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.