Volvo’s The Wedding
BROADCAST / ONLINE VIDEO / PRINT / DIGITAL / 360
Volvo came to us to rethink the brand's tone and storytelling approach for the launch of the XC90, a vehicle defined by elegant, minimalist Scandinavian design. It was an important launch, as the campaign would establish the creative standard for the vehicles that followed.
Our idea was to tell a story in a way only Volvo could: with quiet, confident subtlety. We launched a 360-degree integrated campaign, beginning with film. Each piece of communication revealed another part of the story, building intrigue without giving everything away. Because just like in life, you don’t have to overstate something for it to be meaningful.
The campaign worked. It sparked curiosity and generated plenty of buzz and speculation online. And for the record, everyone was heading to a wedding. The mother of the bride was driving. The father was contemplating his little girl growing up. The brother of the bride was in the back, with his boyfriend sitting beside him.
CREDITS
Role: Copywriter
Creative Director: Matt O'Rourke
Associate Creative Director: Neil MacClean
Art Director: Jason Gold
Director: Andre Stringer
DP: Jeff Cronenweth
Editor: Micah Scarpelli at Uppercut
Agency: Grey
Tone of Voice / Look & Feel Evolution
Along with launching the XC90, we debuted a new look, feel, and way of speaking. In print, digital, and OOH we elevated language and created sleek layouts that further pushed Volvo into the premium vehicle space… while maintaining a cheeky Swedish wink, of course.
