The One Show
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Category
Innovation / Use of Media in Out of Home
Annual ID
OS26_OH076M
Background
Citroën is a legendary French brand, historically known for revolutionizing the driving experience by introducing innovations such as road signs and automotive comfort. For decades, it has been closely tied to the French countryside, where it has been a symbol of practicality and quality. However, as the automotive market has become more competitive, especially in rural areas, Citroën faces an increasing challenge in maintaining its dominance. New players, including budget-friendly Asian manufacturers and legacy brands with more affordable and modern options, have gained ground in France.
A significant portion of Citroën’s customer base now feels alienated by the increasing emphasis on technological features that they don’t prioritize, such as electric vehicles (EVs) or autonomous driving. For these rural drivers, comfort and road safety are paramount when choosing a car. They value the quality of their driving experience more than flashy tech, and they feel that their needs are being ignored by larger automotive brands focusing on high-tech solutions.
In addition, a major issue affecting rural driving in France is unsafe and illegal speed bumps, known as "bumproads." These bumps are often neglected by municipalities due to budget constraints. Citroën saw an opportunity to align its brand with the needs of the countryside, turning an everyday hazard into a practical, branded solution. By using its advertising budget to replace these hazardous bumps, Citroën not only directly addressed a key issue for rural drivers but also showcased its commitment to both road safety and community welfare, reaffirming its legacy of driving innovation.
A significant portion of Citroën’s customer base now feels alienated by the increasing emphasis on technological features that they don’t prioritize, such as electric vehicles (EVs) or autonomous driving. For these rural drivers, comfort and road safety are paramount when choosing a car. They value the quality of their driving experience more than flashy tech, and they feel that their needs are being ignored by larger automotive brands focusing on high-tech solutions.
In addition, a major issue affecting rural driving in France is unsafe and illegal speed bumps, known as "bumproads." These bumps are often neglected by municipalities due to budget constraints. Citroën saw an opportunity to align its brand with the needs of the countryside, turning an everyday hazard into a practical, branded solution. By using its advertising budget to replace these hazardous bumps, Citroën not only directly addressed a key issue for rural drivers but also showcased its commitment to both road safety and community welfare, reaffirming its legacy of driving innovation.
Creative Idea
The creative idea behind Bumpboards reimagines traditional advertising by integrating it into everyday life in a way that’s both functional and impactful. Instead of spending advertising budgets on conventional billboards, Citroën chose to replace illegal, unsafe speed bumps in rural areas with safer, branded ones.
This innovation crosses boundaries by turning a common infrastructure element—often overlooked and problematic—into a public service that enhances road safety. The surprise lies in how drivers unknowingly engage with Citroën's message, as they literally drive over it every day. This clever, practical solution transcends the traditional ad experience, making it a permanent, meaningful part of their journey. By focusing on local needs rather than flashy technology, Citroën created an unexpected, deeply relevant connection with its target audience.
This innovation crosses boundaries by turning a common infrastructure element—often overlooked and problematic—into a public service that enhances road safety. The surprise lies in how drivers unknowingly engage with Citroën's message, as they literally drive over it every day. This clever, practical solution transcends the traditional ad experience, making it a permanent, meaningful part of their journey. By focusing on local needs rather than flashy technology, Citroën created an unexpected, deeply relevant connection with its target audience.
Insights & Strategy
Bumpboards was born from Citroën's need to reconnect with its core audience in rural France, where traditional advertising and technological innovation often fail to resonate. Rural drivers care more about road safety and the quality of their driving experience than flashy new features. Citroën, a brand long tied to the everyday lives of these drivers, took a bold step by redirecting its advertising budget to solve a pressing local issue: dangerous, illegal speed bumps. The strategy was rooted in consumer insight, focusing on improving the driving experience rather than pushing new tech. This creative solution directly addressed a real problem, resonating with the target audience while positioning Citroën as a brand that genuinely cares about their daily lives and safety.
Execution
The Bumpboards were executed with safety and sustainability in mind. Each speed bump follows strict regulations, made of concrete, weighing 2 tons, and built to last like traditional "coussins lyonnais." Citroën financed them, providing them to local municipalities for installation. Each bump costs approximately 10,000 euros, similar to renting a billboard for a month in a village. The bumps feature a white sanded concrete finish, designed for 30 km/h zones, with grooves and a contrasting color for better visibility and safety. Offered to all 34,000 French mayors via an online form, the initiative was shared widely online and with local press, making it accessible to communities across France.
Results
The Bumpboards initiative exceeded expectations, generating significant media coverage both locally and nationally. Citroën’s focus on improving road safety resonated deeply with rural communities, with the campaign featured in over 100 local newspapers and national outlets. This not only raised awareness but also improved brand preference by 19% post-campaign in rural areas. The initiative sparked widespread word-of-mouth, making it one of the most talked-about Citroën campaigns ever. With over 1,000 applications, twelve villages are set to install the speed bumps by year-end. Citroën has also secured part of its advertising budget for the next five years, ensuring long-term impact and ongoing community support.
2026 Awards
Total Points: 3
Merit
Credits
Agency
BETC / Paris
Production Company
Francine Framboise / Paris
Phantom Punch / Paris
Art Director
Natan Ritaly
Chief Creative Officer
Stephane Xiberras
Group Creative Director
Nicholas Bakshi
Matthieu Bouilhot
Guillaume Rebbot
Director
Basile Roze
Director of Photography
Cédric Leprettre
Strategist
Etienne Averseng
Executive Producer
Stéphanie Huguenin
Agency Management
Bertille Toledano
Mehdi Benali
Aude Devaux
Brand Management
Thierry Koskas
Fabian Rodriguez
Federico Goyret
Sylvain Peraldi
Stéphane Cesareo
Creative Maker
Bastien Sabot
Post-Producer
Guillaume Kartagener
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