Short List
Category B03. Durable Consumer Goods including Automotive
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.