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New WILLIE BEAMEN campaign for Peugeot and the release of its new vehicle, the 508 Plug-In Hybrid.

BACKGROUND

"The automotive industry is a very difficult sector. It is not only highly competitive but also incredibly vulnerable to outside factors, such as laws, sometime restricting the creative aspect. Still, it remains a fascinating industry. The density of vehicles with advanced technological features is superior to that of the aviation industry. It has become an activity made for athletes. If do not like to aim for absolute perfection and performance, then please, do not join us."

Those were the words of Carlos TAVARES (Peugeot CEO), and they represent the starting point of our new campaign with Peugeot.

“Always look forward and reach for the only true objective: Victory”

OUR ANSWER

2 tennismen, 2 films.

Both films represent an opportunity for each athlete to give the public an idea of the thought process occurring prior to an important game. What gives them the strength to keep going, always reach higher and never give up?

“forget anything to win anything”

A mix of past experiences and ambivalent emotions, failures we try to forget and remove from our memory, so we can focus on giving the optimal performance.

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