As line drawn animation unfolds before our eyes to reveal a cityscape, a voiceover poses what sounds like a mathematical problem. “Presume the average minimum temperature during winter is 34.7 degrees fahrenheit, the average rainfall 5.7 inches. Supposing cardboard boxes hae a fiber saturation point of 3.2, how desperate do you have to be to sleep in one?” The animation of the figures and the cardboard shelter then turns to live action as we see a male teenager huddled under the box. “Help a kid who has survived life on the street earn a college degree,” relates a voiceover.
Credits
Agency: Ad2Seattle Charles Noback, art director/copywriter; Andy Durr, art director; Shannon Mead, copywriter. Production Company: Story, Chicago Brian Johnson, director/DP; Mark Androw, executive producer; Mary Langenfeld, producer. Editorial: World Famous Editorial Tony Fulgham, editor; Megan Lingafelter, producer. Postproduction: Flying Spot Jeff Tillotson, colorist. Visual Effects: Blank Design, Seattle Animation: Bobby Hougham, creative director/art director/illustrator/animator; Alan Llave, animator; John Schuchard, 3-D artist; Susan Andrade, illustrator.
Volvo, Forsman & Bodenfors, Director Marcus Ibanez Go Cross Country For Volvo–Through A Child’s POV
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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