Volvo is a prestige automobile brand. We wanted to make it more accessible, and decided to import the Volvo S60 and market it at an attractive price level that would draw the attention of young executives who could afford only less prestigious cars until now.Our goal was to bring the cars closer to young audiences, and still keep the premium tone of the brand. This led us to the creative concept of ‘It will take you time to realize it's really yours’ – you can afford a Volvo so early in life, that you can't believe it.