Citroën handcrafted social media posts out of wood to honor a retired carpenter who made a wooden version of the classic Citroën 2CV

Citroën, the French automobile manufacturer, created a unique series of social media posts using an unlikely material: wood. When the company wanted to post a status on its page, it had the text chiseled out in wooden plaques, took a photo and posted the images.

This was a way for the brand to pay homage to Michel Robillard, a retired carpenter who spent six years constructing a wooden version of a Citroën 2CV. Citroën showcased Robillard’s final product online in their hall of fame, where viewers have the opportunity to inspect the vehicle with a 360-degree picture.

The wooden post campaign ran for a week in late August, and statuses with carved text even included emojis. All of the posts were written in French.

Citroën 2CV en Bois

Citroën, the French automobile manufacturer, created a unique series of social media posts using an unlikely material: wood. When the company wanted to post a status on its page, it had the text chiseled out in wooden plaques, took a photo and posted the images.

This was a way for the brand to pay homage to Michel Robillard, a retired carpenter who spent six years constructing a wooden version of a Citroën 2CV. Citroën showcased Robillard’s final product online in their hall of fame, where viewers have the opportunity to inspect the vehicle with a 360-degree picture.