Car maker Citroën and Rip Curl, company that sells surfing equipment, joined forces in the promotion of the new Special Edition Citroën Spacetourer Rip Curl.
In an effort to develop new forms of communication for Citroën their agency Traction (BETC) has created a piece of brand content that brings professional surfers closer to their families while they’re away, and they tend to be away a lot, traveling to catch those perfect waves.
An important ritual for surfers is waxing their boards before they hit the waves, and BETC’s Traction came up with an interesting way to help surfers bring a piece of their family with them. They developed special wax crayons made of surf wax, so the surfers’ kids can draw on their parents boards, making them really unique.
For this project 3 boards were created using drawings made by French Pro Surfer Vincent Duvignac’s son. The special crayons are made in France by GreenFix from natural ingredients and non-toxic pigments, they were designed for the campaign but will be produced on a large scale.
Later this month, a contest will be launched in several European countries where kids can draw on a blank virtual board on the Citroën’s Facebook page. The winners will receive a unique Rip Curl board with their drawing reproduced identically, and a box of crayons in wax.
