Title	A MILLION MORE
Brand	VOLVO CARS
Product/Service	CARS
Category	B03. Durable Consumer Goods including Automotive
Entrant	FORSMAN & BODENFORS Gothenburg, SWEDEN
Idea Creation	FORSMAN & BODENFORS Gothenburg, SWEDEN
Media Placement	MINDSHARE Gothenburg, SWEDEN
Production	NEW LAND Stockholm, SWEDEN
Post Production	NEW LAND Stockholm, SWEDEN

Name	Company	Position
Andreas Malm	Volvo Car Corporation	Global CMO
Mike Johnstone	Volvo Car Corporation	Global Brand
Agustín Soriano	Volvo Car Corporation	Global Brand Strategy
Auste Skrupskyte	Volvo Car Corporation	Creative Strategy
Sophia Lindholm	Forsman & Bodenfors	Art Director
Karl Risenfors	Forsman & Bodenfors	Art Director
Leo Dal	Forsman & Bodenfors	Art Director
Johan Eghammer	Forsman & Bodenfors	Art Director
Hampus Elfström	Forsman & Bodenfors	Copywriter
Nicholas Düfke	Forsman & Bodenfors	Copywriter
Rob Hirst-Hermans	Forsman & Bodenfors NYC	Copywriter
Magnus Wretblad	Forsman & Bodenfors	Account Supervisor
Ewa Edlund	Forsman & Bodenfors	Account Executive
Katarina Klofsten	Forsman & Bodenfors	Account Executive
Anna Junker Lundin	Forsman & Bodenfors	Agency Producer Film
Bjarne Darwall	Forsman & Bodenfors	PR Strategist
Daniel Sjöstrand	Forsman & Bodenfors	Planner
Peter Gaudiano	Forsman & Bodenfors	Web Strategist
F&B Inhouse	F&B Inhouse	Web Design
Martin Joelsson	Forsman & Bodenfors	Designer
Christian Sundén	Forsman & Bodenfors	Designer
Mattias Rudh	New Land	D.O.P.
Sophie Tamm Christensen	New Land	New Land
Laerke Herthoni	New Land	Director
Kalle Wettre	New Kand	Producer
Johan Söderberg	New Land	Editor
Miguel Angel	New Land	Editor
Peter Törnestam	Chimney	Online
Matthias Rudh	New Land	Photographer

Write a short summary of what happens in the film

The black-and-white film opens with car crash survivors reading quotes from the media after Volvo introduced the safety belt in 1959. We hear that even The New York Times called it ”a violation of human rights,” and other news outlets said it was ”ineffective, inconvenient, and uncomfortable”. We then travel back in time to see old footage of Volvo crash tests and early versions of the safety belt, proving that safety has always been a focus. As the film continues, the survivors share their emotional stories about their accidents and how the safety belt saved them. In the end, we learn that Volvo has introduced a speed cap in 2020, and is about to introduce in-car cameras to prevent intoxicated and distracted driving. Both of them innovations that have sparked debate. And with the help of them, Volvo aims to save ”a million more”.

Cultural / Context information for the jury

Today, it’s hard to imagine a car without a safety belt. But when Volvo first introduced it in 1959, it sparked a public outcry. A New York Times article called it ”a violation of human rights” and others said it was ”ineffective, inconvenient, and uncomfortable.” In this campaign, we make a clear connection between this criticism and the criticism of Volvo’s new innovations. Even though the criticism of the safety belt happened many years ago, it’s timely work that says something about the times we live in now, as other public health measures are criticized. However, the film was prepared before covid-19 and leaves that analogy up to the viewer. Instead, Volvo uses the criticism to send a bigger message: ideas that change the world are often the most controversial.