We’re residing in a time the place behind-the-scenes content material can generate as a lot intrigue because the completed product, so it is no shock that Volvo Automobiles has leaned into that cultural shift with its newest world marketing campaign for the absolutely electrical Volvo EX60. Created in collaboration with AKQA, the movie locations making and mechanical craft on the coronary heart of the story.
Moderately than presenting the EX60 as a static object of want, the marketing campaign unfolds like a residing documentary. It invitations audiences into Volvo’s world, from its factories and security centres to its engineering groups, tapping right into a broader urge for food for transparency and authenticity in design-led industries.
That ethos was most dramatically realised in the course of the EX60’s reside reveal in Stockholm. Held at Artipelag within the metropolis’s archipelago, the launch noticed the automobile driving constantly on stage in a never-before-seen spectacle. The occasion reworked a standard automobile reveal right into a feat of choreography and engineering, with the car in fixed movement amid immersive, digitally crafted Swedish landscapes.
Developed in collaboration with AKQA’s Structure and inside design apply, Common Design Studio, alongside FutureDeluxe and Volvo’s personal engineers, the present required robotic motion-controlled rims, a bespoke 26-metre LED display, three turntables and meticulously calibrated environments. Because the EX60 moved, the encompassing visuals shifted in sync, demonstrating its class-leading capabilities in actual time by bodily efficiency.
This concentrate on motion carried by to the broader marketing campaign, together with a “one-shot” hero movie directed by Filip Nilsson and produced by PINE. Shot with no single reduce, the movie follows the EX60 because it travels by expansive pure landscapes and dense city environments, subtly reinforcing its headline innovation: a variety of as much as 810 kilometres on a single cost, with the power to fast-charge 340 kilometres in simply 10 minutes.
As spectacular because the reveal was, it is the documentary-style movies that maybe finest seize the marketing campaign’s cultural relevance. Created with administrators Louise Whitehouse and Magnus Härdner by B-reel, the collection takes viewers inside Volvo’s manufacturing processes, security testing and technological partnerships. These movies foreground folks, experience and long-term pondering, demystifying advanced engineering whereas humanising the methods behind sustainable mobility.
In doing so, Volvo positions openness as a model worth. By displaying how the EX60 is designed, constructed and examined, the marketing campaign immediately addresses lingering hesitations round electrical autos – significantly “vary nervousness” – with proof reasonably than reassurance. The message is evident: sustainable journey is not a compromise, and the proof is within the course of.
AKQA chief artistic officer Peter Lund says the marketing campaign “pushes the boundaries of what a automobile launch may be; stretching creativity and engineering to new heights.” Extra broadly, it displays a shift in how manufacturers talk innovation. The auto trade, particularly, is saturated with claims of efficiency, sustainability, and sturdiness. Nonetheless, Volvo has coated all of the bases by its collection of movies designed to show every one.
For Volvo, meaning trusting audiences to have interaction with complexity and recognising that, more and more, the journey behind the item is simply as vital as the item itself.
