Campaign details
Brand: VolvoClient: VolvoAgency: N/A
Summary
Safety is Volvo's greatest strength. It is what makes a Volvo a Volvo. However, safety was no longer going to be enough if the brand was going to make a push into the premium car segment. The category valued dominance, power and status symbols.
The problem was that Volvo stood for something different. They were seen as emotionally safe, as well as functionally safe. It's as if Volvo cared too much. People didn't emotionally buy into the brand. Our task was to find a new interpretation of premium...