Since the very beginning, Volvo has built the foundations of its business around safety; their guiding purpose has always been to protect people. Their original focus was on protecting those inside the car. Then they extended this philosophy to protect those outside their cars too, using innovations such as cyclist detection. Our strategy for this brief was to extend Volvo’s philosophy of protecting people even further, to encompass all life on earth. A natural and timely evolution of Volvo’s safety promise.

Volvo has always been about safety. But the biggest safety challenge isn’t on the road anymore. To launch Volvo’s sustainability initiatives, we created a bold and surprising film, challenging what ‘safety’ means in a world threatened by climate change. We reframed climate change as the Ultimate Safety Test. A threat to all life, and the responsibility of the entire automotive industry to tackle.

Since the very beginning, Volvo has built the foundations of its business around safety; their guiding purpose has always been to protect people. Their original focus was on protecting those inside the car. Then they extended this philosophy to protect those outside their cars too, using innovations such as cyclist detection. Our strategy for this brief was to extend Volvo’s philosophy of protecting people even further, to encompass all life on earth. A natural and timely evolution of Volvo’s safety promise.

On Tuesday 2nd March 2021, Volvo delivered a global, online event which began with “The Ultimate Safety Test” film, to set up their commitment to sustainability. In the guise of a corporate safety video, a nerdy presenter explores the Volvo Safety Centre in search of the Ultimate Safety Test. His journey takes him up north, where the final crash test is interrupted by a collapsing glacier. A shocking reminder that none of these crash tests will matter if we don’t pass the Ultimate Safety Test: climate change. This event preceded a global advertising campaign, which began on Thursday 1st April 2021.

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