New ideas are not always met with enthusiasm and Volvo’s three-point seatbelt was one of those that was panned when it was introduced in 1959. A public health report called the seatbelt ineffective. The New York Times called the idea of mandatory seatbelt “a violation of human rights”. Various media called it a “restriction of freedom” and a “terrible idea”.
Today, the seatbelt is considered essential.
Forsman & Bodenfors’ new global campaign for Volvo uses these criticisms as its foundation and the emotive power black & white imagery to underline its message. The reviews are read out by everyday people who are later revealed to be some of the millions of survivors of car crashes because they were wearing seatbelts.
The campaign highlights Volvo’s history of forward-thinking safety features and prefaces the introduction of in-car cameras to help prevent drunk or distracted driving.
“Using critical voices from the past became a creative bridge to Volvo’s safety vision and future technology,” stated Leo Dal, creative at Forsman & Bodenfors in. “The reactions from survivors who have experienced a car crash allowed us to talk about this in an emotional yet hopeful way.”
The film is airing globally on TV, out-of-home ads and social channels and is part of an ongoing wider campaign focused on the brand’s safety credentials.
Creative Agency: Forsman & Bodenfors
Art Directors: Sophia Lindholm, Karl Risenfors & Leo Dal
Copywriters: Hampus Elfström & Nicholas Düfke
Client Director: Magnus Wretblad
Account Executives: Ewa Edlund & Katarina Klofsten
Agency Producer: Anna Junker Lundin
PR Strategist: Bjarne Darwall
Planner: Daniel Sjöstrand
Digital Strategist: Peter Gaudiano
Production Company: New Land
Director: Laerke Hethoni
Music: Original score by Jacob Mühlrad
Campaign Manager: Louise Ahlström
Global Chief Marketing Officer: Andreas Malm
Global Marketing Strategy Director: Mike Johnstone
Global Brand Strategy: Agustin Soriano
Creative Strategy: Auste Skrupskyte