In July 2016 Citroen asked our agency to draw the attention of the world back to a car that had been on the Italian market for 14 years, in view of the launch of its new model due around November.

This car had been one of the most selling in Italy for many years, but had then ended up drifting away from the Italians’ attention.

We realized 4 videos, each telling a stage of the endorser’s trip: from the mission statement to the actual journey, until the final goal.

The videos were posted on the endorsers’ social network profiles over a 6 days time span and immediately caused a remarkable buzz on both social networks (with thousands reposts and comments) and national media.

This is how the return of the Mona Lisa to Italy became, in less than a week, one of the most popular news on a national scale.