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Seetroën-ing Double

Seetroën-ing Double

Michael Carnevale

Michael Carnevale

August 27, 2018

There’s now a cure for that.

"This project is also a great opportunity for Citroën to support a French start-up company by giving the green light for this project and partnership."

In Europe, more than 30 million people are affected by motion sickness. French car company Citroën and its dedicated agency Traction from BETC developed glasses that prevent motion sickness. BETC Creative Director Nicolas Lautier and Creative Technologist Bao Tu NGoc reveal the cool tech behind the invention and tell us how we can get a pair.

 

What causes motion sickness?

Kinetosis, aka motion sickness, is an affliction caused by a conflict between two senses: the eyes detect a movement, while the inner ear does not detect the same movement.

Why did Citroën want to tackle motion sickness?

Citroën has developed many technologies to address comfort, notably hydraulic suspensions. Citroën is the car brand that stands for comfort worldwide. Comfort takes on different forms, and curing motion sickness is one of them.

What are the Seetroën glasses?

They were specifically designed for Citroën, which partnered with Paris-based 5.5 design studio. Seetroën glasses are equipped with Boarding Ring technology. Boarding Ring is a French start-up that developed this specific technology, notably in partnership with Navy sailors. A colored liquid within the glasses recreates the horizon line to solve the conflict between eyes and inner ear. This project is also a great opportunity for Citroën to support a French start-up company by giving the green light for this project and partnership.

Why’d the creative team decide to use animation in this spot?

There are several reasons why we decided to use animation. First, we wanted to make everything light and fun. This is the voice of Citroën: close to people and lighthearted.

Second, the design of the glasses is already fun and playful. We needed to match the look and feel of the video with it. The worst thing would have been to be too serious, as in a tutorial.

Last, and maybe the most pragmatic, is that showcasing people being sick isn’t really visually appealing. Animation is more pleasant and fun.

Where can car passengers get these glasses?

Seetroën glasses can be ordered on the lifestyle.citroen.com site.

Any other products in the works for Citroën?

Many to come, including New Citroën Berlingo, New Citroën Berlingo Van, and New Citroën C5 AirCross SUV launch campaigns, in the upcoming months. Producing projects based on product design or solutions is something we really want to push for Citroën.

As the brand strategic platform is inspired by you, it will allow us to develop lots of projects like this, based on people’s real-life problems and, of course, mobility.

"This project is also a great opportunity for Citroën to support a French start-up company by giving the green light for this project and partnership."

In Europe, more than 30 million people are affected by motion sickness. French car company Citroën and its dedicated agency Traction from BETC developed glasses that prevent motion sickness. BETC Creative Director Nicolas Lautier and Creative Technologist Bao Tu NGoc reveal the cool tech behind the invention and tell us how we can get a pair.

 

What causes motion sickness?

Kinetosis, aka motion sickness, is an affliction caused by a conflict between two senses: the eyes detect a movement, while the inner ear does not detect the same movement.

Why did Citroën want to tackle motion sickness?

Citroën has developed many technologies to address comfort, notably hydraulic suspensions. Citroën is the car brand that stands for comfort worldwide. Comfort takes on different forms, and curing motion sickness is one of them.

What are the Seetroën glasses?

They were specifically designed for Citroën, which partnered with Paris-based 5.5 design studio. Seetroën glasses are equipped with Boarding Ring technology. Boarding Ring is a French start-up that developed this specific technology, notably in partnership with Navy sailors. A colored liquid within the glasses recreates the horizon line to solve the conflict between eyes and inner ear. This project is also a great opportunity for Citroën to support a French start-up company by giving the green light for this project and partnership.

Why’d the creative team decide to use animation in this spot?

There are several reasons why we decided to use animation. First, we wanted to make everything light and fun. This is the voice of Citroën: close to people and lighthearted.

Second, the design of the glasses is already fun and playful. We needed to match the look and feel of the video with it. The worst thing would have been to be too serious, as in a tutorial.

Last, and maybe the most pragmatic, is that showcasing people being sick isn’t really visually appealing. Animation is more pleasant and fun.

Where can car passengers get these glasses?

Seetroën glasses can be ordered on the lifestyle.citroen.com site.

Any other products in the works for Citroën?

Many to come, including New Citroën Berlingo, New Citroën Berlingo Van, and New Citroën C5 AirCross SUV launch campaigns, in the upcoming months. Producing projects based on product design or solutions is something we really want to push for Citroën.

As the brand strategic platform is inspired by you, it will allow us to develop lots of projects like this, based on people’s real-life problems and, of course, mobility.

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