Using the XC60 as her camera, photographer Barbara Davidson was assigned the task of creating a series of photos to be shown at an exhibtion in London. The shoot took place in Copenhagen and resembled a classic street photo session with the only difference that our camera was a hundred times the size of a normal one. In order to be able to pull images off of the XC60’s safety camera, we also had to build a special program since, under normal conditions, no images are saved or available for viewing for privacy reasons.

The shoot took place in Copenhagen and resembled a classic street photo session with the only difference that our camera was a hundred times the size of a normal one. In order to be able to pull images off of the XC60’s safety camera, we also had to build a special program since, under normal conditions, no images are saved or available for viewing for privacy reasons.

The photos catch a glimpse of life in the city, through the eyes of the car. And the exhibition premiered at London’s Canvas Studios on the 4th of July and has travelled the world since then.

Dubbed XC60 Moments, the project was not only a novel approach to photography and storytelling. It resulted in the world’s first photo exhibtion shot with a

- The campaign resulted in media coverage in 42 countries all over the world.

- The campaign resulted in 348 articles (132% above target)

- The precentage of articles in ”non-automotive” media was 86% (72% above target)

- The reach was 196 million (145% above target)

- The exhibition is now touring the world