Citroen's French-language social accounts have some unusual-looking posts this week. Instead of being sent out into the ether as digital text, the messages have been notched onto wooden plaques and photographed. This may be the only time you ever see emojis (tiny balloons, a thumbs up, a bulging bicep) engraved in wood.
It's a statement about blending craftsmanship and digital technology, and it's also the French car brand's homage to retired carpenter Michel Robillard, who spent six years carving a vintage Citroen 2CV out of wood. The model, a front-wheel-drive economy car, was manufactured by Citroen from 1948 to 1990. Robillard's wooden version has been entered into the car brand's online hall of fame, where you can view it in 360 degrees while nostalgic accordion music plays. There are also buttons to push to hear the sound of its horns and slamming doors.
The campaign paying homage to Robillard's wooden 2CV was created with help from Traction, a new agency set up within Havas' BETC Group to serve the car brand. This is its first campaign. From Monday through Friday this week, Citroen's profile pictures, cover images and updates on its French social media pages are all made out of wood.
One sample social message, as French vacationers are returning home after the traditional August holiday period, said, "There's no doubt that your vacation created beautiful memories that will be forever carved into the wood of your memory." (It sounds better in French.) The wooden plaque is stamped with tiny emojis that show an ocean wave and a sun rising over mountains.