The Aygo is the ideal first car. For Gen-Z, it’s that first real opportunity to go wherever and do whatever the hell they want.

So we decided to extend that anarchic freedom to our ads, and gave complete creative control to four drag queens.

Then we documented the whole process to create a rich social campaign, giving us loads of short edits and GIFS to generate lovely engagement and a healthy amount of hate mail from homophobes. Happy days!