Citroen Film, Design & Branding Seetroen by TRACTION

Seetroen

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Industry Automotive products, services and accessories
Media Film, Design & Branding
Market France
Agency TRACTION
Executive Creative Director Stephane Xiberras
Creative Director Nicolas Lautier
Art Director Antoine Montes, Julien Lefevre
Copywriter Alban Gallee
Released July 2018

Credits & Description

Alternative title: The first glasses that restore the taste for Travel by Citroën
CLIENT : CITROËN
CLIENT MANAGEMENT : Arnaud Belloni – Claudine Borel – Stéphane Barbat

AGENCY : TRACTION (BETC GROUP)
AGENCY MANAGEMENT : Bertille Toledano – Hugues Reboul – Julien Grimaldi – Emmanuelle Woerhel
EXECUTIVE CREATIVE DIRECTOR : Stéphane Xiberras
CREATIVE DIRECTOR : Nicolas Lautier
ART DIRECTORS : Julien Lefèvre & Antoine Montes
COPYWRITER : Alban Gallée
CREATIVE TECH & LEAD PRODUCER : Bao Tu NGoc
STRATEGIC PLANNING : Philippe Martin Davies
DESIGN : 5.5
PRODUCTION : FURY
DIRECTOR : Kids Go First
Published: July 2018
Synopsis:
Citroën’s cars are famous for their comfort and it was along this insight the French car manufacturer decided to make traveling even more comfortable.
With its agency Traction (BETC), Citroën introduces Seetroën, the first glasses against motion sickness.
Motion sickness is a common condition that chronically affects more than 30 million people in Europe.
One in three develops symptoms at least once in a lifetime.
Based on this observation, Traction (BETC Group) and Citroën have created a unique object, which will initially be sold in limited and exclusive quantities, in the brand's lifestyle boutique, available for pre-ordering from today, July 6th .
If sales are successful large-scale production is likely.
The Seetroën glasses use Boarding Ring ™ technology: a patented and tested paramedical device, with a 95% efficiency rate, developed by a French start-up.
Motion sickness is due to a difference in perception between the sight and the sense of balance.
Coloured liquid moves in rings arranged around the eyes, in the frontal direction (right-left), but also in the sagittal direction (front-back).
This recreates an artificial horizon which re-synchronizes the sight and the inner-ear and solves the motion sickness in less than 10 minutes and in 95% of the cases.
For the design, Traction teamed up with 5.5, a Parisian collective design studio. The design of the glasses respects the fun, simple and ergonomic codes of the brand.