| Title | THE TOWER |
| Brand | VOLVO TRUCKS |
| Product/Service | TRUCKS |
| Category |
A05. Cinematography |
|
Entrant
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Idea Creation
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Media Placement
|
VERIZON Copenhagen, DENMARK
|
|
Production
|
BACON Copenhagen, DENMARK
|
|
Post Production
|
BACON Copenhagen, DENMARK
|
Credits
| 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
In the trucking industry, launching one truck is a huge project. But releasing four at the same time is almost unheard of. That’s why we had to create something that could live up to the big launch.
And when it comes to truck driving as a profession, there is a serious 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.