THE TOWER

Short List
TitleTHE TOWER
BrandVOLVO TRUCKS
Category B03. Durable Consumer Goods including Automotive
Product/ServiceTRUCKS
Entrant FORSMAN & BODENFORS Gothenburg, SWEDEN
Idea Creation FORSMAN & BODENFORS Gothenburg, SWEDEN
Media Placement VERIZON, DENMARK
Production BACON Copenhagen, DENMARK
Post Production BACON Copenhagen, DENMARK
Credits
Name Company Position
Cilla Pegelow Forsman & Bodenfors Client Director
Ann Spennare Bengtsson Forsman & Bodenfors Account Director
Britta Nilsson Forsman & Bodenfors Account Manager
Mattias Berg Forsman & Bodenfors Art Director
Josefin Roxeheim Forsman & Bodenfors Art Director
Hampus Elfström Forsman & Bodenfors Copywriter
Olle Langseth Forsman & Bodenfors Copywriter
Bjarne Darwall Forsman & Bodenfors PR Strategist
Jerry Wass Forsman & Bodenfors Designer
Daniel Sjöstrand Forsman & Bodenfors Planner
Lena Sellman Forsman & Bodenfors Agency Producer
Peter Gaudiano Forsman & Bodenfors Web Strategist
Sara Björnung Forsman & Bodenfors Media Strategist
Andreas Nilsson Bacon Director
Karl Wettre Frilance Producer
Lakob Ihre Bacon D.O.P.
Adrian Aurelius Frilance Sound design
Samuel Cantor Bacon Executive producer

Write a short summary of what happens in the film

The film is set in the dead of night and starts by showing what looks like a huge monolith glowing in the distance. As it moves forward through the mysterious landscape, we see wolves in the foreground and catch a glimpse of a female driver. The intensity continues with the powerful track ”Conquest of Paradise” by Vangelis and we start to see the shape of four trucks bizarrely stacked on top of each other. As the film reaches its climax, complete with smoke and lighting effects, we see that the man standing on top of the tower is actually Volvo Trucks’ president Roger Alm. In the end, we learn that Volvo built the tower to demonstrate the strength of its four new trucks, and that it was possible thanks to the new bogie feature that can carry up to 38 tonnes.

Cultural / Context information for the jury

Truck drivers are the backbone of Europe’s economy, but the industry has a shortage of drivers. In the UK, only 19% of current HGV drivers are below 35 while in Germany 40% of drivers say they will retire in the next 10 to 15 years. 93% of haulers said the environment and comfort of the driver was a factor in attracting or keeping drivers in the profession. Additionally, 78% said that the performance of the truck was key. We wanted to turn this trend around by changing the perception of truck launches, and thereby the trucking profession itself. By creating something the world has never seen before, we aimed to inspire more people to become truck drivers by showing that the trucking community is an exciting place and that Volvo creates vehicles that not only perform well, but are designed to perform in demanding conditions.