In this film directed by Ivan Zacharias of SMUGGLER–part of a global campaign created by Grey–a spokesman named Bjorn takes viewers on a tour of Volvo’s impressive safety tests over the decades, replete with crash test dummies. Bjorn then heads up north to the Arctic Circle where he asks whether a staged 100-foot drop of a Volvo qualifies as the ultimate vehicular safety test.
A collapsing glacier nearby provides the answer, interrupting the film with a stark reminder that the biggest threat to our safety isn’t on the road. Today, climate change is the ultimate safety test.
This bold statement represents a new chapter for Volvo Cars and their ambition to become a climate neutral company across their value chain by 2040. Their plan to become a fully electric car company by 2030, with half of their global sales being fully electric by 2025, is a key step towards reaching this ambition. Last year one in three of its cars sold in Europe was a rechargeable model. Volvo Cars is hoping to lead the industry’s transition to zero emission mobility which is critical to limiting the impacts of climate change.
Volvo Cars’ plan builds on its conviction that fewer and fewer people want traditionally powered cars. With current and future legislation expected to boost the market for electric cars, Volvo Cars also expects accessible, high-quality charging infrastructure will be more common, accelerating the demand for fully electric cars.
Javier Campopiano, Grey’s chief creative officer in Europe and creative chairman, U.K., said: “Working for Volvo Cars, a brand that cares, both about people safety and the world we live in, is a privilege. By creating the notion of the Ultimate Safety Test, we’ve just crystallized those principles and the menace our planet faces; a collapsing glacier represents the ultimate and biggest threat, the one we all need to tackle to be safe”.
The film was shot in extreme conditions at the Arctic Circle in temperatures of -10C, with crew members wearing polar expedition suits in order to be able to operate.
CreditsClient Volvo Cars Agency Grey John Patroulis, global chief creative officer; Javier Campopiano, chief creative officer, Europe, creative chairman, U.K., and copywriter; Laura Jordan Bambach, president/CCO UK; Emiliano Gonzalez De Pietri, global executive creative director, Volvo, Sam Haynes, creative director/copywriter; John Gibson, creative director/art director; Raquel Chicourel, chief strategy officer; Bhavin Pabari, Gilliam Caldwell-Dunn, strategic planners; Lindsay Moyes, sr. producer; Michael Stephens, designer. Social Media Agency Wildfire Vikesh Amey Bhatt, creative director; Asad Shaykh, strategy director. Production SMUGGLER Ivan Zacharias, director; Nick Landon, producer; Jan Velicky, DP; Robin Brown, production design. Photography Getty Images Philipp Rohner, photographer.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brandโs story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled โA New York Minute,โ the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brandโs own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuriโs jewelry makes an appearance as the best supporting actor.
โWhen I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a โcampaignโ could be,โ said Jacob Jordan, chief brand officer, Mejuri. โGia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuriโs values of celebrating women as their truest selves. I canโt wait for us to continue to tell the next chapters of this story.โ
To land the relatable... Read More