Agency helps Citroën create and market £90 travel sickness glasses

French car manufacturer Citroën is bidding for a bit of extra brand love by selling a cure for travel sickness in the form of "glasses" designed by its lead agency Traction, part of BETC.

The €99 (£87) product is claimed to solve motion sickness in less than 10 minutes and in 95% of cases by rebalancing perception using an artificial horizon formed by coloured liquid moving in rings around the eyes. 

It is branded Seetroën and was created by a collaboration between the brand, the agency, the inventor (French start-up Boarding Ring) and design agency Studio 5.5. It is manufactured in France, albeit in a limited edition which could ramp up if sales take off. 

While you do not have to have a Citroën to get one, Seetroën is only sold through the brand’s online "lifestyle" store. 

The aim is to "nurture the brand’s DNA, which is comfort and mobility", according to Traction creative director Nicolas Lautier. He added: "On a more creative and brand-building level, we are committed to continuing the transformation of the brand by modernising our campaigns as much as possible."

Studio 5.5 said it chose to make the glasses round to "rhyme" the image of the Citroën brand and it put the emblematic chevron in the centre of the frame to echo where it sits on the grille of cars.

Traction also created this film to explain how the product works: 

Traction was created as a dedicated global agency for Citroën by BETC Group last year, with the account shifting from sister Havas shop Les Gauloises. The brand’s worldwide CMO Arnaud Belloni said its brief was to use the spirit of Citroën’s past as inspiration to foster its revival and bring the brand back to modern values. 


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