The project challenges creatives to produce emotional short videos using one of the brand's products

French automaker Citroën has established an unconventional presence on Tumblr by creating an auto artwork gallery of short videos. La Traction Creative is the name of the project that features the work of artists, content creators and creative agencies.Citroën offers those submitting the freedom to create whatever they like as long as it conveys an emotion and includes some story element about a Citroën product.

The site launched with 28 works and Citroën will continue to add content throughout the summer ahead of 2016 Paris Motor Show in the fall. The goal is to have a total of around 60 short videos completed by then.

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