At the heart of this initiative was a peculiar individual named Peugeot, who had a vision of transforming the community center into a beacon of public service and creativity. Peugeot, with a background in environmental science and a passion for community development, had a unique approach to engaging the community.
The campaign won multiple awards (including Cannes Lions) because it subverted the traditional car ad trope. Usually, car ads show the car in the best possible location to make it look good. DDB did the opposite: they showed the car in the "worst" locations to prove that the car's design was so strong it could uplift the entire scene, framing the driver as a hero for sharing that beauty with the public. publicservice boxpeugeotcom ddb