Forsman & Bodenfors Shares Volvo’s Vision for 2020

By Erik Oster 

Forsman & Bodenfors launched a new campaign for Volvo entitled “Vision 2020,” its first work for the brand since being named global strategic creative agency in December, replacing Grey London, which was named Volvo’s global creative agency in December of 2013.

The campaign’s launch spot focuses on the brand’s devotion to safety. While that’s not exactly a new tactic for Volvo, there’s a new, rather ambitious promise from the brand, as the spot ends with the following statement from Volvo Cars CEO Håkan Samuelsson: “Our vision is that by 2020, nobody should be seriously injured or killed in a new Volvo car,” a clear departure from Grey London’s recent “Life is in the Details” spot promoting the Volvo V40 R-Design, which claimed “It’s very often not about the big gestures.” 

Leading into that statement is an running a little over 90 seconds, narrated by a young girl. “Cars. See, there’s one thing I don’t understand, how the car makers think,” she begins, “it seems they keep making cars for racetracks, instead of city streets,” asking, “Is that what’s important?” She questions what would happen if a car maker “thought differently” about priorities, asking, “What if someone made a car for people who care about other people?” which highlights the brand’s selling point as distinctly safety-conscious. While we’re not sure how Volvo plans to meet its ambitious goals, its CEO’s pledge to take the brand’s devotion to safety to new heights is a worthy goal and fine selling point, which Forsman & Bodenfors does a fine job highlighting.

Client: Volvo
Title: The Promise
Client Team: Alain Visser, Thomas Andersson, Charles Frump, Christopher Dahlin, Anna Wirsén
Agency: Forsman & Bodenfors
Art Directors: Andreas Malm, Staffan Lamm
Copywriter: Fredrik Jansson
Account Director: Hans Andersson, Anders Bothén
Account Executive: Martin Johansson
Designers: Martin Joelsson, Nicolas Peyrau
Agency Producer: Jens Odelbring
Web Producer: Malin Careborg
Planner: My Troedsson
Director: Niclas Larsson
DP: Mattias Rudh
Production Company: New Land
Executive Producer: Erik Torell
Producer: Eva Tempelman
Editor: Joakim Pietras
Colorist: Sofie Borup
Color: Company 3
Post Production/Sound Design: Chimney
Sound Designer: Fredrik Jonsäter
Online Editor: Petter Lindholm

Song: Care
Written By: Petter Winnberg