Volvo Cars has launched its new small fully electric SUV designed to have the smallest carbon footprint of any Volvo to date. Volvo is indeed betting big on the next small thing being its EX30.
Teaming with agency AKQA and production partner Mill+, Volvo has rolled out this hero film–powered by a “Small is Mighty” philosophy–in which Volvo Cars CEO Jim Rowan introduces the new SUV in a whimsical play on the familiar unboxing trend. A mini, regular and giant Jim Rowan playfully highlights the key features of the EX30 in equally proportioned models of the car.
Joshua Stocker directed the film–titled “The Unboxing”–via Mill+.
Credits
Client Volvo Agency AKQA Group Adam Stark, designer; Fraser Cheetham, creative; Andrew Lopez, art director; Vi Dang, associate designer; Marika Groning, production designer; Simon Magnusson, sr. copywriter; Fernando Lobina, Sam Tablada, Linus Lovbacka, Eduarda Nieto, sr. designers; Doug Higman, sr. motion designer; Sebastian Regfeldt, Jesper Stahl, sr. creatives; Shiko Murai, Anders Wiberg, sr. art directors; David Svedenstrom, Sergio Faria, Laura Hunter, associate creative directors; Ander Hernando, designer director; Oliver Duggan, Pierre Saladin, Jon Ward, John Gibson, Sam Haynes, creative directors; Miles Unwin, group creative director; Laura Visco, chief creative officer; Peter Lund, global chief creative officer; Gil Caldwell-Dunn, strategy director; Miriam Plon Sauer, exec strategy director; Artur Johansson, associate strategy director; Pelle Westerback, John Kershaw, Josh Riordan, sr. producers; Uros Petrevski, user experience director. Interior Design: Nick Rolls, creative director; Sara Mitrova, sr. designer; Ellen Hurst, Niels Hersmann, Clara Janka, Ashley Ward, Alex Geal, designers; Marta Ferreiro, 3D artist; Andrea Fogliani, jr. 3D artist; Ivana Sehic, freelance design director; Marie Magnien, freelance designer. Production Company Mill+ Joshua Stocker, director; Johnny Blick, exec producer; Richard Skinner, head of creative development; Tim Tyrrell, producer; Timothy Green, DP; Vanessa Duquesnay, VFX supervisor; Gilles Balabaud, art director/production designer; Ben Harrex, editor; Katie Dymmock, colorist. Music Composition: Chut! On Vous Ecoute. Arnaud Astruc, Benjamin Fournier-Bidoz, Nicolas Duperron, composers/arrangers. Music Track: “Little Things mean a lot”; Bettye Swann, performer; EMI FEIST CATALOG INC. Sony/ATV’s share of the Composition, original publisher.
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.
