With the rise of autonomous driving, safety is once again one of the hottest topics in the automotive world. In 2008, Volvo launched its first City Safety system, that can assist the driver

and break automatically. The New Volvo XC60 is equipped with the latest update and is capable of detecting pedestrians, cyclists, other cars and even large animals, thanks to the advanced built-

in camera. To celebrate the people the system is designed to protect and raise awareness of this tehcnology, we put the new XC60 in the hands of Pulitzer price-winning photographer Barbara

Davidson, letting her capture moments of life by only using the car as her camera.

The shoot took place in Copenhagen and featured journalists on set, covering the story and production under embargo till the launch event. Prior to the event, exclusive interviews with Barbara were given to selected top tier media in Europe and in the U.S.

On the day of the event – the 4th of July - 20 selected lifestyle journalists from different European countries met with Barbara Davidson and Volvo spokespersons in London for indepth

interviews. Even more journalists and influencers attended the photo exhibition event at London’s Canvas Studios in the evening.

The morning after the event, a global PR outreach was carried out, using both broader and targeted distribution channels, aiming for broader entertainment and news verticals, as well as photography, tech, design, art and automotive media. Finally, the photo exhibition is still on tour and rendering additional local and national media coverage.