Brand: Volvo
Advertiser: Volvo Car Group
Client: Mikael Kruse
Agency: Forsman & Bodenfors
Art Directors: Andreas Malm, Karl Risenfors
Copywriter: Gustav Johansson
Account Supervisor: Lena Olander
Account Executive: Ewa Edlund
Agency Producer: Lena Sellman
PR Strategist: Bjarne Darwall, Maja Bredberg
Artwork: Christian Sundén
Director: Miles Jay
D.O.P: Chayse Irwin
Production Company: Smuggler
Executive Producer: Trine Pillay
Producer: Gustav Geldenhuys
Editor: Ben Jordan @ Work Post
Grade: Chayse Irwin
Sound Design: Chimney
Post Production: Chimney
Photographer: Miles Jay
Production Company: Smuggler
Track: If You Got Somebody Waiting (Acoustic Version)
Artist: Joel Alme
The musical composition: Joel Alme & Mattias Glavå
Publisher: Universal Music Publishing
Label: Razzia/Family Tree Music AB/Sony Music Entertainment Sweden AB
Published: June 2018
Synopsis:
Protects what’s important to you. That’s the main message in the premium car maker’s latest campaign for the new V60 estate. Volvo has traditionally been associated with family, especially when it comes to their estate cars. But just as Volvo has changed over the past couple of years, the concept of what a family is, and can be, has changed over time as well.
In a series of ten second films, Volvo let us meet different real family constellation in personal situations relating to their real lives. For example, we get to meet two men who have been living together for more than 40 years, two women with a young son, a man protecting his beloved flowers, a young couple with their newborn baby and a single dad with his daughter.
Among the more well known participants in the campaign we see Swedish-American Hollywood actor Joel Kinnaman (Robocop, Suicide Squad, Altered Carbon) with his wife – world renowned tattoo artist Cleo. We also see the Swedish models and twin sisters Elizabeth and Victoria Lejonhjärta, known for their work together with rapper Drake. Among many others.
”No matter what your family looks like, we know you want to keep it safe. We think it’s up to each and every one to decide who or what you consider family. With this campaign we wanted to do things a little differently and decided to embrance a shorter format, tapping into people’s media behavior. Together, these short portraits will paint a canvas of what family looks like in 2018 and help us position the V60 as the estate for the new family”, said Mikael Kruse, Brand Communications Director EMEA at Volvo Cars.