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  • Ben Stephens
  • Iain Hunter


Client: Citroen UK Ltd


The Citroën DS range has revolutionised the brand to the car industry - journos and people in the know. But Citroën needed to get the message out to a wider audience. The launch of the DS3 Cabrio – with a roof that goes up or down in just 19 seconds – gave us the opportunity to connect with Arsenal fans too, with some attention grabbing content for social media.


A roof that opens in 19 secs is impressive – but not attention grabbing. To create real excitement we re-framed the car as a magician’s prop – and then wondered what would be the most arresting thing we could literally ‘pull out of it’. 

With the help of world famous magician Drummond Money Coutts we challenged the world’s biggest car snobs – professional football players – with a magic trick specifically designed to appeal to Arsenal fans young and old. The content drew fans in their droves (spread by our player’s prolific Twitter followings) and was picked up by the motoring, football and national press.

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