| Title | MADE BY SWEDEN |
| Brand | VOLVO CARS |
| Product/Service | CARS |
| Category |
B04. Use of Original Composition for a Brand or Campaign |
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Entrant
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FORSMAN & BODENFORS Gothenburg, SWEDEN
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Idea Creation
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FORSMAN & BODENFORS Gothenburg, SWEDEN
|
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Production
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INDIO Stockholm, SWEDEN
|
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Additional Company
|
MPC PARIS, FRANCE
|
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Additional Company 2
|
MINDSHARE Gothenburg, SWEDEN
|
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Additional Company 3
|
ANIMAL Stockholm, SWEDEN
|
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Additional Company 4
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MINDSHARE Gothenburg, SWEDEN
|
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Additional Company 5
|
ANIMAL Stockholm, SWEDEN
|
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Additional Company 6
|
ADAMSKY Stockholm, SWEDEN
|
Credits
| Andreas Malm |
Forsman & Bodenfors |
Art Director |
| Staffan Lamm |
Forsman & Bodenfors |
Art Director |
| Mathias Appelblad |
Forsman & Bodenfors |
Art Director |
| Gustav Johansson |
Forsman & Bodenfors |
Copywriter |
| Anders Bothén |
Forsman & Bodenfors |
Account Director |
| Martin Johansson |
Forsman & Bodenfors |
Account Executive |
| Martin Joelsson |
Forsman & Bodenfors |
Designer |
| Nicolas Peyrau |
Forsman & Bodenfors |
Designer |
| Lena Sellman |
Forsman & Bodenfors |
Agency Producer |
| My Troedsson |
Forsman & Bodenfors |
Planner |
| Jenny Ring |
Forsman & Bodenfors |
Music Supervisor |
| Bjarne Darwall |
Forsman & Bodenfors |
PR Strategist |
| Åsa Borg |
Volvo Cars Group |
Vice President Marketing |
| Mikael Karlsson |
Volvo Cars Group |
Brand Communication Manager |
| Per Carleö |
Volvo Cars Group |
Marketing Director |
| Holger Pegelow |
Volvo Cars Group |
Marketing Communication Manager |
| Adam Berg |
Indio |
Director |
| Mattias Montero |
Indio |
Director of Photography |
| Mikkel Neilson |
Rock Paper Scissors |
Editor |
| Johan Lindström |
Indio |
Executive Producer |
| Ben Croker |
Ben Croker |
Producer |
| Franck Lambertz |
MPC Paris |
Online / Creative Director, VFX / Supervisor, VFX |
| Mark Gethin |
MPC LA |
Colourist |
| Adrian Aurelius |
D4ZED |
Sound Design |
| Hans Zimmer |
Hans Zimmer |
Music |
| Peter Gehrke |
Adamsky |
Photographer |
| Johan Cabezos |
Adamsky Division |
Post-production, Photo |
| Quentin H. Martin |
MPC Paris |
Executive Producer, VFX |
| Sophie Lebreton |
MPC Paris |
Producer, VFX |
The Campaign
The European Championship 2016 was Zlatan Ibrahimovic's last tournament with team Sweden – but he had not made the announcement when the tournament started. So we leveraged this historic moment and made two films: Prologue and Epilogue. The first film was launched leading up to the tournament as a build up. The second one was released immediately after team Sweden lost against Belgium and was out of the tournament. That’s when we got to follow Zlatan and his family on an emotional journey back to where it all started: a tiny suburb in southern Sweden. The perfect setting for a heartfelt goodbye to the Swedish fans.
Creative Execution
Prologue was launched two weeks before the European Championship started to build hype and anticipation. Epilogue – Zlatans goodbye – was launched immediately after Sweden lost against Belgium, Ibrahimovic's final game for team Sweden.
The films were first published in Zlatan Ibrahimovic's own channels (Facebook, Instagram) and the in Volvo Cars Channels. Then followed press releases and traditional media.
So far the campaign has generated more than 1400 articles worldwide, the films have been viewed more than 44 million times. Volvo’s brand preference is at an all time high as well as brand consideration.
Volvo was about to launch a car that marks a new era for the company: a luxury wagon dubbed the V90. At the same time they got an opportunity to be a part of a big moment in pop culture: Zlatan Ibrahimovic's last tournament with the national team. So we leveraged this historic event to become part of a story about a Swedish icon and facilitate his goodbye to the fans and the national team. It was Zlatan's story. His moment. And his goodbye. Volvo simply became a natural part of it.
We wanted the films to become part of sports and pop culture, so we decided to let Zlatan be the star and the focus of the campaign. The new Volvo V90 was just a natural part of the story. Because of this approach, people didn’t think of them as Volvo ads, but rather films that captured a historic moment in culture.