Science & Sunshine Kicks off Creative Duties for Citroën with the Launch of the C5 Aircross

Independent creative agency, Science & Sunshine, are the new agency of record for Citroën in the Middle East. 

The agency will handle creative & social media duties for the French automaker which is owned by parent company Stellantis.

Citroën is the fourth automotive brand from the Stellantis portfolio handled by the agency who also retain the accounts for Peugeot, Opel and the recently acquired Alfa Romeo. Science & Sunshine will be responsible for accelerating the growth of the brand in the UAE & Saudi Arabia with fresh thinking across their communication channels. 

Ever since its founding in 1919, Citroën has been in the forefront of automotive comfort. For their first campaign to launch the new Citroën C5 Aircross in the UAE, the agency collaborated with Emirati comedian Hamoody Bamby, who was tasked with putting the comfortable and versatile SUV to the test.

The campaign kicks off with two social films - ‘The Buzzy Passengers’ and ‘The Epic Fade’, which tap into the car’s unique in-car experience focused on comfort and smoothness which are the true hallmark of the brand. In ‘The Buzzy Passengers’, Hamoody Bamby tests the C5 Aircross Progressive hydraulic cushions and flying carpet effect when he gives a ride to some easily agitated passengers, and in ‘The Epic Fade’, Hamoody gets a fresh trim as he cruises across the city putting the smoothness of the C5 Aircross to the test. 

Commenting on the campaign, Alpha Ba, head of European brands marketing, Stellantis Middle East said: “Citroën is a brand that pushes the boundaries of audacity and creativity to make vehicles accessible to all. People’s lifestyles are our source of inspiration and the C5 Aircross campaign brings out the car’s innovative technologies and advanced comfort in a fun and quirky way. Hamoody Bamby is a well loved comedian in the UAE and a fitting ambassador for the SUV which encapsulates every aspect of the Citroën spirit.”