Embracing Eco-Friendly Innovation: The Hugs Campaign

Citroën's Award-Winning Print Campaign Celebrates Environmental Consciousness

The inspiration for 'Hugs' came from a simple, yet powerful idea: if animals could understand the significance of a non-polluting car, they would celebrate. This concept led to the creation of a series of posters showing animals cheering and hugging each other, symbolizing their joy at the arrival of an environmentally friendly vehicle.

What sets the 'Hugs' campaign apart is its unique approach to promoting an eco-friendly product. Instead of focusing solely on the technical aspects of the Citroën E-Berlingo electric car, the campaign emphasizes the positive impact of such a vehicle on the environment. The result is a compelling visual narrative that not only promotes a product but also raises awareness about environmental conservation.

The 'Hugs' campaign was launched as part of Citroën Chile's efforts to introduce the electric version of the new Berlingo. Each customer who purchased the vehicle received a poster from the campaign, further reinforcing the message of environmental responsibility.

The campaign's success was recognized with a Silver A' Design Award, a prestigious accolade awarded to designs that demonstrate outstanding expertise and innovation. The award is a testament to the creativity and professional excellence of the 'Hugs' campaign, which effectively combines advertising, marketing, and communication design to create a powerful and positive message.

In conclusion, the 'Hugs' campaign by Pancho Gonzalez and Cristian Chavez is a shining example of how design and innovation can be used to promote not just a product, but a cause. It serves as a reminder that in the face of environmental challenges, creativity and positivity can pave the way for change.