Campaign details
Brand: VolvoAgency: Grey London
Summary
No brand in the world has such an inextricable, single-minded association to the word 'safety' as Volvo.
There is also no attribute that is less associated with prestige in today's premium car market.
This is a paper about how planning discovered that a brand's past may present itself as a gift, yet it can have all the attributes of a curse.
How despite decades of marketing to the contrary, planning realised Volvo cared about more than safety.
Volvo today is no longer just a functional, emotional and cultural symbol of...