Seen+Noted: Grey puts Volvo cars to the Ultimate Safety Test in new campaign with a twist
Grey has created the ‘Ultimate Safety Test’ campaign for Volvo Cars. After leading the industry in automotive safety for decades, Volvo Cars is now broadening its focus to make sure sustainability becomes as ingrained in the company culture as safety always has been.
The global campaign, which covers TV, online video, social, digital, OOH and radio and print, is part of wider integrated and marketing efforts from Volvo Cars that reflect the company’s commitment to climate neutrality and electrification.
In the new film, a spokesman called Bjorn takes viewers on a tour of Volvo’s impressive safety tests over the decades, and then up north to the arctic circle, where he asks whether a 100-foot drop qualifies as the ultimate safety test.
This bold statement represents a new chapter for Volvo Cars and their ambition to become a climate neutral company across their value chain by 2040. Their plan to become a fully electric car company by 2030, with half of their global sales being fully electric by 2025, is a key step towards reaching this ambition. Last year one in three of its cars sold in Europe was a rechargeable model.
The film was shot by Ivan Zacharias at Smuggler in extreme conditions: the crew went all the way to the Arctic Circle and filmed in temperatures of -10C, wearing polar expedition suits in order to be able to operate.
Credits
Client: Volvo Cars
Head of Central Marketing & Brand: Mike Johnstone
Director Brand Management: Johanna Arvidsson
Creative Agency : Grey
Global CCO: John Patroulis
CCO EU & Creative Chairman UK: Javier Campopiano
President/CCO UK: Laura Jordan Bambach
Global ECD, Volvo : Emiliano Gonzalez De Pietri
Creative Directors : Sam Haynes / John Gibson
Copywriters: Sam Haynes / Javier Campopiano
Art Director: John Gibson
CSO : Raquel Chicourel
Strategic Planner : Bhavin Pabari / Gilliam Caldwell-Dunn
Chief Client Officer: Jeremy Pyne
Business Director : Justine Johnson
Account Director: Andy Wynn
Account Manager : Cara Simcock
Agency Senior Producer: Lindsay Moyes
Agency Print Producer : Richard Ross
Designer: Michael Stephens
Social Media Agency: Wildfire
Managing Director: Olivia Clarkson
Creative Director: Vikesh Amey Bhatt
Account Director: Charlotte Scott
Strategy Director: Asad Shaykh
Production Company: Smuggler
Production Company Producer : Nick Landon
Director : Ivan Zachairas
D.O.P. : Jan Velicky
Production Design : Robin Brown
Photographer: Philipp Rohner – Getty Images
VFX: Preymaker | Creative + Technology
Makers: Angus Kneale, Verity Kneale, Melanie Wickham, Jamie Scott, Ruben Vandebroek, Zach Fortin, Simon Holden, Greg Cutler, Bradley Stilwell, David Forcada, Sam Caine, Sue Jang, Grace Hwang, Hassan Taimur, Joseph Thomas, Matt Parent, Francesco Di Luis, Sofia Oliveira, Otomat, Brandon Phillis, Christian Reyes
