Our posters showed the same scene that the driver could see – the road ahead – but with one difference. The road ahead was beautifully smooth, having been freshly resurfaced.The simple image speaks for itself. Because we didn’t need to clutter it with a slogan, it looks almost like a window and really stands out from the usual kind of posters.

As measured by return on investment, our campaign was four times more successful than the average. It also reinforced the Citroen brand’s reputation for mechanical innovation