No other brand is so synonymous with one thing, as Volvo is with safety. This was our secret weapon to challenging category conventions around sustainability. While the other premium car brands focussed their media spend on simply showing they had electric cars, we gave Volvo a point of view on the damage climate change is doing to our world. And one that was true to the core of Volvo’s brand purpose to protect people, both inside and outside the car.   

By reframing climate change as “The Ultimate Safety Test”, we gave Volvo a whole new lens through which to talk about sustainability, that the rest of the category didn’t have. This enabled us to tap into the powerful emotion behind the threat our planet faces, rather than just showing our products as the answer. 

We used this planetary safety lens to define Volvo’s view of climate change as a threat to everyone’s safety, and in fact, the ultimate safety test. By posing the question ‘what is the ultimate safety test?’, we could leverage Volvo’s history of safety innovations to highlight the biggest threat to human life: climate change.