The world’s largest Unboxing starring 3-year-old Joel

FORSMAN & BODENFORS, Gothenburg / VOLVO / 2017

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For the first time in 20 years, Volvo Trucks North America was about to launch a brand new longhaul truck. The question in the brief was: How do we get Americans to talk about a heavy truck – from a non-American brand? Insight: trucks are highly emotional products. And the actual target group – the truck buyers - are surrounded by lots of influencers like drivers, friends and family. So, to reach the influencers, we hade to aim for a broad audience in a pop cultural context.


Volvo Trucks North America recently set a spectacular record when launching their all-new truck series, the Volvo VNL. By letting 3-year-old Joel Jovine unbox the full-size truck, he not only revealed the U.S.-developed truck, but also helped achieve a formal GUINNESS WORLD RECORDS title for the Largest object unboxed.


• The unboxing film was showed for the journalists at the launch of the new Volvo VNL the 11 th of July 2017. At the same time the Unboxing film was published on Volvo Trucks social media channels.

• The film and a press kit was also available for editorial publishing globally.

• The in-depth “Top 10 Stories” web magazine and product videos was at published on at the same time, on the homepage and all social media platforms.

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