V60 campaign launch -
Designed for Generations
To frame the launch of the new V60, we created a campaign to celebrate an iconic estate car, held fondly in the memories of millions for decades.
Our initial campaign concept was based around the idea that most people have a memory of a trusty Volvo estate. It was likely your dad's or your big brother's. That reliable, safe car, passed down to you at 18. It's been a staple car of decades gone and fondly remembered by many as 'the good ol' Swedish brick'.
Our teaser trailer traces the rich history of heritage models and the memories created in them, all shot in a free camera style for a home video effect. Teasing glimpses of the new V60 eventually filter in with our footage, contrasting vintage footage with new film.
My role as copywriter saw the project through from concept creation, script writing and story boarding to on-set filming and final product launch, which was orchestrated live online.
I crafted copy for web and social throughout the campaign.
Click each image to be taken to the Instagram video.