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Volvo Stands By the Safety Belt in Life Saving Campaign

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Forsman & Bodenfors developed the film 'A Million More' showing the importance of safety belts in saving lives

Volvo Stands By the Safety Belt in Life Saving Campaign

After Volvo Cars invented the three-point safety belt in 1959, its introduction sparked debate among media and the public. But to date it’s been credited with saving more than a million lives worldwide. The premium carmaker now highlights this in a new brand campaign, by letting car crash survivors read what people said about the safety belt in the past. And it sounds eerily familiar even today.

In the main campaign film, shot entirely in black and white, we meet real car crash survivors from all over the world and hear their emotional stories about the accidents and how they were saved thanks to the safety belt. In the end, we learn that Volvo has introduced a speed cap in all their cars during 2020, and is about to introduce in-car cameras to prevent intoxicated and distracted driving. Both of them are inventions that have sparked debate.

A Million More
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Campaign Manager: Louise Ahlström

Global CMO: Andreas Malm

Global Brand: Mike Johnstone

Global Brand Strategy: Agustin Soriano

Creative Strategy: Auste Skrupskyte

E-mail Client:


Agency: Forsman & Bodenfors

Art Directors: Sophia Lindholm, Karl Risenfors, Leo Dal

Copywriters: Hampus Elfström, Nicholas Düfke

Client Director: Magnus Wretblad

Account Executive: Ewa Edlund, Katarina Klofsten

Agency Producer: Anna Junker Lundin

PR Strategist: Bjarne Darwall

Planner: Daniel Sjöstrand

Digital Strategist: Peter Gaudiano

Web Design: F&B Inhouse

Artwork: Martin Joelsson, Christian Sundén


Media Agency: Mindshare


Title: XC60 'Family Safety'

Director: Laerke Herthoni

Producer: Kalle Wettre

Production Company: New Land

D.O.P: Mattias Rudh

Executive Producer: Sophie Tamm Christensen

Stylist: Johanna Borggren

Production Designer: Catharina Nyqvist

Editor: Johan Söderberg, Miguel Angel

Grade: Joakim Rissveds

Sound Design: Adrian Aurelius, Ballad

Online: Peter Törnestam, Chimney


Photographer: Mattias Rudh


Song title: A Million More

Composer & Artist: Jacob Mühlrad

Copyist: Frej Wedlund

Piano: Markus Jägerstedt

Strings: Erik Arvinder, Andrej Power, Albin Uusijärvi, Riikka Repo

Engineer: Mickey Hurcombe

Produced by: Markus Jägerstedt

Music Supervisor: André Brink, Universal Music Publishing

Published by: Universal Music Publishing

Genres: People, Storytelling, Dialogue

Categories: Automotive, Cars

Forsman & Bodenfors, Fri, 16 Oct 2020 07:41:11 GMT