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The Volvo: Your Future, Our Drive ad campaign was created for the International Advertising Association's Big Idea competition in 2024. My team and I were selected to represent ECU and ultimately became one of the four finalist teams in all of Australia. The aim of the campaign was to position Volvo as more than a car company—it’s a dedication to becoming a forward-thinking brand that actively supports and drives progress for a better future. It was created to empower younger audiences to become part of a movement that strives for positive change.
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It was important to display authenticity for the brand—therefore, with evidence-based solutions and active changes, we wanted the ads to be a call for action to the viewers to engage.
Volvo’s commitment to be a pioneer for climate action among car manufacturers is an undersold idea to consumers. By highlighting their current commitments, such as their work towards sustainable energy efforts, their advocation for climate science through their environmental prize, and their initiatives to reduce emissions and pollution, our target market can feel secure that Volvo is a brand that is an active advocate for change. Powerful imagery that invokes a sense of emotional purpose, evidence-based claims and authentic partnerships allow the audience to create a connection to their personal beliefs.
If you would like to view more examples and see our full idea and research, view the full plan book down below!
Boomerang 1 - Volvo Your Future, Our Drive.mp4Want to see the full plan book?
Check it out here.
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