This anthem :60 centers on a child dreaming and believing that anything is possible, part of American Family Insurance’s “Insure carefully, dream fearlessly” campaign out of BBDO New York.
Directed by Adam Berg of Smuggler, “Free to Dream” introduces the notion that if you have someone in your life to protect what matters, to encourage you to pursue your dreams and to make you feel that everything is within reach, then imagine the dreams you could achieve.
Client American Family Insurance Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Susan Golkin, executive creative director; Eric Goldstein, sr. creative director; Becky Burkhard, sr. producer; Mike Ritchie, assistant producer; Rani Vaz, music producer. Production Smuggler Adam Berg, director; Drew Santarsiero, Brian Carmody, exec producers; Karen O’Brien, line producer; Alwin Kuchler, DP. Editorial Cosmo Street Paul Hardcastle, editor; Nellie Phillips, assistant editor; Maura Woodward, exec producer; Anne Lai, producer. Postproduction MPC Mark Gethin, colorist; Meghan Lang, Rebecca Boorsma, telecine producers; Chris Moore, Michael Gregory, conform artists; Elexis Stearn, Brian Friel, producers. Graphic Design Suspect Rob Appelblatt, producer. VFX MPC Mike Wynd, Chris Moore, Ben Parsons, Michael Gregory, lead CG artists; Brian Friel, producer. Music Beacon Street Studios (re-arrangements) Andrew Feltenstein, composer; Leslie DiLullo, producer. Audio Post Heard City Phil Loeb, engineer; Talia Rodgers, producer. Voiceover Isaiah Johnson
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
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