CITROEN:
RIP CURL
CITROEN - C4 Spacetourer x Rip Curl
The Wax Pencils activation
Executive Producer
Jeremy MARSY
Director
David & Douglas
Agency
BETC
Production Company
General Pop
A beautiful creative idea by Traction, BETC Paris’ dedicated structure for Citroën, brought to life through a heartwarming piece of brand content.
How to keep pro surfers connected with their families while they’re away competing? By creating wax-based color pencils that can be used to draw on surfboards — allowing them to ride the waves with a “souvenir” from their kids.
The campaign highlights the Citroën C4 SpaceTourer Rip Curl Special Edition and features French pro surfer Vincent Duvignac, filmed along the Atlantic Coast (Gironde, Landes, and Basque Country) by the duo David & Douglas.
Through a social activation called “Onboard Your Family” across Facebook, Instagram, and Twitter, Citroën showcased the car’s comfort, style, and family spirit — complemented by short films, Instagram Stories, a Facebook carousel, and a creative drawing contest where fans could win a Rip Curl surfboard printed with their own design.
