YOUNG GLORY R3

 

“The car as we know it is on the way out... I deplore its passing, for as a basically old-fashioned machine, it enshrines a basically old-fashioned idea: freedom.”

― J. G. Ballard
 

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THE BRIEF

"SHIFT THE PERCEPTION OF SELF-DRIVING CARS."

Choose a family car brand and develop a brand platform targeting middle class 40-50 year old parents whose barriers to self-driving cars include: nostalgia, enjoyment of driving & safety concerns. How do we use nostalgia to our advantage, combat safety concerns and prove we're not taking anything away from the driving experience?

 

 
 
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THE AUDIENCE

"People aged 40-59 are least happy and most anxious."

The 'U-Shaped Happiness Curve' otherwise known as the 'Midlife crisis' is legitimate. Our audience is trapped between the responsibility of being a parent and looking after their parents, hankering for the freedom of their youth.

 

THE PROBLEM

THEY'VE grown up BELIEVING a century-old myth that 'being behind the wheel' is the ultimate freedom. 

It's a myth so enduring that even futuristic films with flying cars still show people steering with their hands. Our audience have ingested this myth their entire lives and now, as they grapple with a time of life characterised by feeling confined, the irony is that being stuck behind the wheel feels like one of their few remaining freedoms. 

 

THE INSIGHT

Little do parents realise, the freedom of the road they reminisce upon has never been about holding on.

When parents talk of their freest moments on the road, driving rarely gets a mention. Rather, with nostalgia thick in their throats, they'll talk of star gazing and dozing in the backseat as a kid, power ballad fist-pumps on road trips, first fumbles at drive-in movies, and head back arms raised to the heavens in convertibles (a universal symbol of freedom).

Literally and metaphorically, freedom has never been about holding on. It's always been about letting go. 

Which is something our audience haven't done for a while. Because since becoming a parent they took over the driver's seat and held onto the wheel for dear life - the wheel a burden they still mistakenly associate with freedom. 

THE OPPORTUNITY

Get millions of parents worldwide to reappraise the freedom of letting go of the wheel, made truly possible by Volvo’s impeccably safe self-driving vehicle.

Sometimes it takes future technology to enjoy the freedoms of the past. At Volvo letting go of the wheel is now the safest, most liberating thing you'll ever do.

THE BRAND PLATFORM

See below launch film. Or click here to view on Vimeo.



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activations 

Volvo is known for both emotive film and ‘demotainment’ (e.g. Volvo Trucks Epic Splits & Sophie's Driving). The above launch film will establish the 'Let Go' platform en masse, while a series of experiments (examples below) will demonstrate the safety and freedom of Volvo's self-driving cars in real life.


 

'LET GO' TECHNOLOGY

Each self-driving Volvo will be fitted with several 'Let Go Modes' designed to help parents make the most of letting go on the road.


 
If i’d known the freedom in letting go,
I would never have held on.
— Rachel Firman
 
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