Where We Soared - Volvo

Where We Soared - Volvo

Smirnoff    |    Swatch    |    Volvo    |    Tissot Watches

As part of its brand redesign, Volvo was launching the C70, its first “sporty coupe.” The brand had, of course, long been known for its safety. So much so, it became a signature joke in a movie about advertising where Volvos were called “Boxy, but Good!” I led the team that not only embraced that past identity but also pushed it forward. We knew we could not make Volvo sexy without making safety sexy. So, when the C70 convertible bowed, we leveraged the “safety is sexy” identity to generate attention. 

We developed the line “From Boxy but Good to Sexy and Safe.” We even called the convertible an oxymoron: a Volvo convertible is like jumbo shrimp. We staged a “Re-Volvo-Lution” and energized the brand. Consumer media fell in love with the messaging as much as the new design, and the C70 convertible became the first Volvo to sell out before hitting the lot.