Citrien: Illuminating Ramadan

Context
Ramadan is a key period for brands, offering a unique opportunity to connect with their audiences through meaningful and engaging messages. For automotive brands, this is a strategic moment when mobility plays a central role in consumers' daily lives, especially with increased travel before and after Iftar. Ramadan is the perfect occasion for Citroën to build an emotional connection with its community by delivering a strong and visually engaging campaign.

Concept
The concept is based on an aerial image of a brightly lit city, where the car traffic, captured in long exposure, forms a glowing crescent moon – a universal symbol of Ramadan. This artistic choice merges the world of mobility with the spirit of Ramadan, creating a powerful and evocative visual. This concept showcases a smart and subtle branding approach, where the brand integrates itself into the local culture while highlighting its expertise in mobility.

Objectives
- Create a strong emotional connection with the community by celebrating a key cultural moment.
- Associate Citroën with values of togetherness, closeness, and smooth mobility, emphasizing its role in the daily lives of Moroccans.
- Strengthen brand visibility through memorable communication during a high-traffic period.
- Support an attractive commercial offer aligned with consumer needs during this time.