"Volvo For Love" emotionally interprets the core value of the brand, "We Put People First.” The story “Alice’s Wedding” starts from a little beautiful girl, Alice, who was often the popular wedding flower girl of the town. She lived a fairytale-like life under her father’s protection. However, years later, her mother died and father suffered from Alzheimer’s, the fairy tale nearly shattered. Still, Alice vowed to guard the family, passing down her father’s unconditional love across generations.

We found that during 1980-2000, the Economic boom era of Taiwan, Volvo, Benz, and BMW ranked top 3 in luxury car sales; also, the Volvo owners were known for having a good economic and academic background as well. Therefore, we’d like to awaken customers beautiful memories of Volvo and to build a strong emotional connection and a sense of recognition through the cross-generation love.