For the first time in its 117-year history, French carmaker Citroën is taking a bold new branding approach. The brand is temporarily changing its name to Sytroen, a clever marketing exercise designed to celebrate a new long-term collaboration with one of France's most beloved actors: Omar Sy.
The famous actor, known internationally for his memorable roles, will not just be an advertising image, but has been officially invited to become the brand's new special consultant.
The new name, Sytroen, will be used strategically throughout the entire campaign with Omar Sy. The change in visual identity is a bold play on words, designed to attract the public's attention and emphasize a deep connection between the actor's values and the car manufacturer's philosophy.
The global promotional campaign, which covers the manufacturer's entire model range, has already debuted in its home market of France and is set to be rapidly expanded internationally.
The transition from a simple image partnership to an active consulting role reflects the brand's desire to bring a fresh and human perspective to the way it communicates with its audience.
“We wanted Omar Sy to play a role that goes beyond that of a traditional ambassador. Omar is a beloved person who has remained authentic, approachable and true to himself. His ability to connect with people, to bring a smile to their faces and to see the world from a different angle reflects the values that have always been at the heart of Citroën. That’s what makes this collaboration so natural.” — Xavier Chardon, CEO Citroën
Through this unconventional move, the manufacturer demonstrates that, although it has a history of over a century behind it, it retains its ability to innovate and surprise the public through creative campaigns with global impact.