Pre LBK Work
Orchestrating Content and Campaign for Volvo XC60
The All-New Volvo XC60 campaign was a monster effort with a ton of moving parts that required a multilayered campaign that would tease and then ignite awareness and conversation around Volvo’s redesigned SUV. Key elements of the campaign included:
Agency
Grey
Role
John Militello, Brand Director, Volvo
Driving Forces. A series of short online teaser ads showcased the dynamic performance of the XC60 in an innovative way.
The rest of the series highlights the XC60's panoramic moonroof, Bowers & Wilkins speakers, and custom drive modes.
Eclipse. To highlight elements on the main campaign and showcase their new US factory, Volvo partnered with CNN to bring the 2017 solar eclipse to everyone with an unprecedented immersive digital experience on August 21. To provide the most extraordinary view of the total eclipse, four new Volvo XC60s raced the sun across the country, each with an eclipse enthusiast along for the ride to offer a unique perspective.
The SUVs were also equipped with a 360° camera to stream the event live on CNN’s website and mobile app. Volvo retailers across the country were provided the appropriate assets to activate the event in their showrooms and promote test drives of the XC60.
The Choice. We partnered with Vox Creative to make a simple, compelling social experiment and demonstrate the differences between those who embrace the beautiful unknown of the future ahead of them, and those who prefer to remain safely in the confines of the world they already know. The message was clear: embracing the unknown is a choice everyone must make—and if they are the type of person who embraces the unknown, they should consider the all-new Volvo XC60.
Embrace the Future. The culmination of all these efforts was the Embrace the Future TV campaign itself which set out to tell a story rather than talk about feature benefits. Volvo would run three 30-second spots in random order on national TV, each revealing new clues to a larger story in a purposeful, intriguing fashion. Ultimately, the mystery generated by Embrace the Future was paid off in a long-form film (see top).