Citroën - Believers

Campaign for Citroën based on common superstitions surrounding cars. The idea was to give them a humorous twist to debunk a widespread myth and one that at the time posed a challenge for our client both in Ecuador and across Latin America: the belief that owning a foreign car makes it difficult to find original spare parts.

In Ecuador and much of Latin America, cars are surrounded by deeply rooted superstitions. From blessing the vehicle to protect it from harm, to placing coins inside for good luck, to avoiding certain actions for fear of “cursing” it, these rituals are part of everyday folklore. They reflect the way many people try to ensure luck, safety, or longevity for their cars through popular beliefs passed down from generation to generation.

"Believers"

Client: Grupo Mavesa
Creative Direction: Alex Ruales
Copywriter: Doménica Hinostroza
Art Direction: David López

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