Since its inception Volvo has built its brand around safety. Not just by making the safest cars on the road but also by inventing and openly sharing major breakthroughs (like the three point seatbelt) with the broader industry. And doing it not for monetary gain but for the greater good of society at large.

Volvo had great cars to sell. They ticked all the rational luxury, performance and safety boxes. But buyers needed a new reason to fall in love with the brand. .

The brief was simple.

• Develop a series of global activations and innovations that would expand the meaning of the brand’s purpose and create this new connection.

• Stay true to the safety heritage but go beyond protecting humans in and around the car.

• And yes create engagement. But it must also sell cars.