The King of the Beasts has had a rough day at the office. As he hits the road, things don't look much better until he settles into his Mercedes S Class, equipped with mood-changing technology.
He can finally relax as can we when we hear the score from Yessian Music accompanying the visuals from director Daniel Kleinman for Berlin agency Antoni.
Music/Sound: Yessian Music, Hamburg and New York Ingmar Rehberg, exec producer; Uli Witt, sr. producer; Lukas Lehmann, producer; Brian Yessian, chief creative officer; Michael Yessian, head of production Audio Post: Yessian Music, Hamburg; Max Fritz, sound designer Agency: Antoni/Berlin Production: Markenfilm, Hamburg; Rattling Stick, London' Daniel Kleinman, director
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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