The DS brand is showcasing its new Xenon and Full LED headlights by launching an innovative digital campaign called #DS3byNight.
This is the first communications campaign to use Pixelstick technology, which allows the DS brand to bring pictures and words to light in spectacular fashion.
To launch the new digital campaign, which is a first in Europe, an introductory #DS3byNight film references the world of luxury that is inherent in the DS brand, taking viewers on a light-filled tour of Paris.
Echoing the Xenon and Full LED technologies used for the new DS 3 headlamps, the DS brand is using this new 'light painting' technology to project detailed patterns and a range of animations, in a series of time lapse films. The result is a spectacular showcase for the light signature of DS 3, illustrating the brand's values of elegance and advanced technology.
As well as being new and innovative, the campaign will also be interactive. Web users around the world will be encouraged to create their own messages, which the DS brand will then 'bring to light' against backgrounds of classic Parisian scenes, over a ten-day period until 22 October. Participants can submit their messages here:
Watch how it works in this video
by: Rebecca Chaplin