Peugeot has launched a playful new global campaign for its 308 model, starring a city full of kittens. The 60-second hero film, titled ‘Kittens,’ positions the 308 as a lion amid a metropolis of smaller, less commanding cars, using the feline cast as a visual metaphor for dominance, confidence and distinction.
Directed by Julien & Quentin through Hamlet, the film was shot entirely in-camera on a handcrafted miniature city with 30 real kittens, each representing a competing brand. The new 308 disrupts the routine, ruffling fur and gliding through traffic, asserting itself as the king of the city.
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Julien Martorell, once half of directing duo Julien & Quentin, commented: “It’s always a pleasure to receive a brief built around a simple, powerful idea. From the start, our main approach was a bit of a gamble, but one that felt absolutely essential to us: to work with real kittens. The ones who do silly things online, the cute ones, the ones who have that indescribable quality you simply can’t fake.
“We built all the sets in Poland at cat scale and shot the car scenes in Warsaw. The level of detail and care brought by our art department in crafting these miniature sets was incredible. And then… we had to be patient and let our furry actors do their thing. (Or not do it!)
“To blur the lines even further, we also enhanced the film using post-production and AI tools. A real foundation first, then details that would have been impossible to achieve by hand alone. We’re proud to have explored this process that brings out the best of both worlds. In the end, nothing will ever replace starting from real life, from real things. That’s the very essence of what we do.”
The campaign spans TV, press, digital, print and CRM channels across Europe.
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