Citroen and Traction introduced Seetroën, glasses against motion sickness

Business, Creativity, Innovation, Marketing

Citroen and its agency, Traction (BETC), introduced Seetroën, the firstglasses against motion sickness, as the French car manufacturer decided to make travelling more comfortable.

Motion sickness is a common condition that chronically affects more than 30M people in Europe. One in three develops symptoms at least once in a lifetime.

Based on this observation, Traction (BETC Group) and Citroën created an unique object, which will initially be sold in limited and exclusive quantities, in the brand’s lifestyleboutique, availablefor pre-ordering starting with July 6th .


The Seetroën glasses use Boarding Ring ™ technology: a patented and tested paramedical device, with a 95% efficiency rate, developed by a French start-up. Motion sickness is due to a difference in perception between the sight and the sense of balance.

Coloured liquid moves in rings arranged around the eyes, in the frontaldirection (right-left), but also in the sagittal direction (front-back).

This recreates an artificial horizon which re-synchronizes the sight and the inner-ear and solves the motion sickness in less than 10 minutes and in 95%of the cases.


Citroen: Arnaud Belloni – Claudine Borel – Stéphane Barbat

Traction (BETC Group)

Agency Management: Bertille Toledano – Hugues Reboul – Julien Grimaldi – Emmanuelle Woerhel

ECD: Stéphane Xiberras

CD: Nicolas Lautier

Art Directors: Julien Lefèvre & Antoine Montes

Copywriter: Alban Gallée

Creative Tech & Lead Producer: Bao Tu NGoc

Strategic Planning: Philippe Martin Davies

Design: 5.5

Production: Fury

Director: Kids Go First