A longtime Volvo Cars customer, I joined this brand because I believe in all that it stands for: safety, family, human-centered design. In creating this ad for our flagship EX90, we wanted to celebrate Volvo Cars’ core value of safety and our relentless focus on improving it – for this generation and the next. With the tagline “sometimes the moments that never happen matter the most”, we set out to highlight the story of a family and the beautiful moments they experience over the years, because of the car accident that didn't happen. Guillaume Huin: from one marketer to another, thank you for appreciating the unconventional choices we made to bring this story to life. Much gratitude & kudos to our amazing brand, comms & marketing teams that made it happen.
Sr. Marketing Director @McDonald's | Ad Age 40 under 40 | Adweek's Creative 100 Honoree | Brand Innovator 40 under 40
Volvo posted a 3 min and 46 second ad on Instagram, shot by Hoyte Van Hoytema, the cinematographer of Interstellar and Oppenheimer. It goes against every single rule you can think about as a social lead. Length. Format. Over-produced. I know I would not have approved it. Every comment under the ad said it immediately put Volvo in their consideration set. It's fucking fantastic.