Auto & Auto Services
Since we were limited to a smaller budget and less technical capabilities, it was more about finding the right balance between making this hoax as entertaining as possible while being highly believable.- Havas Germany Team
During the rebranding, we enjoyed working with many different departments. Even people who had no creative background at all. No matter who you told about “Zitrön,” everyone was immediately passionate about this idea. We suddenly saw people rebranding their own cars with 3D-printed logos or self-made stickers, dealers rebranded their shops and users tagged their friends saying “Zitrön must be inspired by them, due to the way they pronounce it. There were even some aha-moments during the prephase, when colleagues said that family members or friends call it “Zitrön.”