Title	MOMENTS FT. BARBARA DAVIDSON
Brand	VOLVO CARS
Product/Service	THE NEW VOLVO XC60
Category	C03. Exhibitions / Installations
Entrant	FORSMAN & BODENFORS Gothenburg, SWEDEN
Idea Creation	FORSMAN & BODENFORS Gothenburg, SWEDEN
Media Placement	MINDSHARE Gothenburg, SWEDEN
PR	FORSMAN & BODENFORS Gothenburg, SWEDEN
Production	BAD LAND Stockholm, SWEDEN
Production 2	CHIMNEY Gothenburg, SWEDEN

Name	Company	Position
Andreas Malm	Forsman & Bodenfors	Art Director
Karl Risenfors	Forsman & Bodenfors	Art Director
Gustav Johansson	Forsman & Bodenfors	Copywriter
Anders Bothén	Forsman & Bodenfors	Account Supervisor
Ewa Edlund	Forsman & Bodenfors	Account Executive
Bjarne Darwall	Forsman & Bodenfors	PR Strategist
Martin Joelsson	Forsman & Bodenfors	Designer
Natanael Ericsson	Bad Land	Director
Olle Kirchmeier	Bad Land	Director Of Photography
Sophie Tamm Christensen	Bad Land	Executive Producer
Adam Holmström	Bad Land	Producer
Petter Winnberg	Universal	Composer

The Campaign

With the rise of autonomous driving, safety is once again one of the hottest topics in the automotive world. In 2008, Volvo launched its first City Safety system, that can assist the driver and break automatically. The New Volvo XC60 is equipped with the latest update and is capable of detecting pedestrians, cyclists, other cars and even large animals, thanks to the advanced built- in camera. To celebrate the people the system is designed to protect and raise awareness of this tehcnology, we put the new XC60 in the hands of Pulitzer price-winning photographer Barbara Davidson, letting her capture moments of life by only using the car as her camera.

Campaign Success

Using the XC60 as her camera, photographer Barbara Davidson was assigned the task of creating a series of photos to be shown at an exhibtion in London. The shoot took place in Copenhagen and resembled a classic street photo session with the only difference that our camera was a hundred times the size of a normal one. In order to be able to pull images off of the XC60’s safety camera, we also had to build a special program since, under normal conditions, no images are saved or available for viewing for privacy reasons. The photos catch a glimpse of life in the city, through the eyes of the car. And the exhibition premiered at London’s Canvas Studios on the 4th of July and has travelled the world since then.

Describe the success of the promotion with both client and consumer including some quantifiable results

- The campaign resulted in media coverage in 42 countries all over the world. - The campaign resulted in 348 articles (132% above target) - The precentage of articles in ”non-automotive” media was 86% (72% above target) - The reach was 196 million (145% above target) - The exhibition is now touring the world

Explain why the method of promotion was most relevant to the product or service

With the rise of autonomous driving, safety is one of the hottest topics in the automotive world. In 2008, Volvo launched its’ first City Safety system, that assists the driver and breaks automatically. The New Volvo XC60 features the latest update and is capable of detecting pedestrians, cyclists, other cars and even large animals, thanks to the advanced built-in camera. To celebrate the people the system is designed to protect and raise awareness of this tehcnology, we put the new XC60 in the hands of Pulitzer price-winning photographer Barbara Davidson, creating the world’s first photo exhibition shot with a car.

Safety tech in cars can be hard tog rasp and understand. But as we are moving towards self- driving cars, this technology will be crucial. So, in order let people outside the autmotive world understand and experience how the technology works, we needed to reach outside the automotive press and become part of pop culture.