Safety In Mind
Volvo Cars has created a campaign that aims to launch a new era in safety.
The “Safety In Mind” brand strategy defines the role that feeling safe plays in all our lives, to reframe what it means for the entire automotive industry.
The new Volvo EX90 and EX30 are designed to understand the driver and surroundings to help keep them and those they encounter in traffic safe.
State-of-the art sensors including cameras, radars and LiDAR, all powered by the automakers’ computing platform and software, work together to create a 360-degree real-time view of the world - to better understand what’s outside the car, as well as the state of the driver inside.
A toolkit of content has been created to also allow 80-plus markets to adapt and distribute the message to ensure “Safety In Mind” reaches a global audience.
Client — Volvo Global
Sector — Automotive
Agency — Grey London Worldwide / AKQA
Volvo took over prime advertising real estate hot spots across the UK, notably the iconic Piccadilly Circus lights to launch this captivating campaign in the capital.
The global social toolkit featured content that spotlighted a new era for safety, told through a collection of real-life stories and everyday moments featuring Swedish pop star Seinabo Sey, Paralympian Lui Cuiqing and professional skateboarder Sky Brown, exploring each individual’s story.
Seeded across multiple touchpoints, thought-provoking headlines invite the audience to take part in an immersive and interactive experience. The Questions of Safety, featured on the platform, invites people to actively share ‘how life affects how they drive’ and vice versa. The aim is to open up the dialogue for a new level of engagement with Volvo Cars’ customers around the world and gather meaningful insights on driver behaviour.
Services
Social & Digital Design
Content Curation
Design Toolkits
Storyboards
Brand Guardian