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Volvo XC40 is the Ultimate Safety City Car in Slick Campaign

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Forsman & Bodenfors focus on the Volvo XC40 City Safety features for the campaign

Volvo XC40 is the Ultimate Safety City Car in Slick Campaign

Cars should be safe for everyone, not only those inside them. That's the thought behind Volvo Cars’ latest global campaign, once again with safety in focus. 

Developed together with creative collective Forsman & Bodenfors in Sweden, the campaign positions the award-winning compact city SUV, the Volvo XC40, as the ultimate city car. But not only because of its size, design and smart storage solutions – but because of the City Safety System. With features like Pedestrian Detection, Cyclist Detection, and 360 ̊ Surround Camera, the campaign shows how the XC40 is designed to protect people both inside and outside of the car.

”Cars should adapt to cities and the people who live there, not the other way around. And that’s exactly what we wanted to highlight with this campaign. From a creative standpoint, the sound design, the reveal, and the writing were meant to capture a simple yet powerful celebration of everyone we share the road with. No matter if you’re a cyclist, runner, or just walk around the city listening to music,” said Hampus Elfström, copywriter at Forsman & Bodenfors in Gothenburg, Sweden.

The main campaign assets consist of three films, each portraying a pedestrian, a cyclist, and a runner in a city environment. They all start with clips of the XC40 and a narrator seemingly celebrating the car, the freedom it brings and it's effortless motion. But each film ends with the camera panning away from the car, showing who it was really celebrating; a cyclist, a pedestrian, and a runner. The narrator, British-Jamaican singer and actress Mahalia, ends by stating: “The streets belong to you”.

The campaign was shot in Stockholm during the summer of 2020, with precautions taken with respect to the pandemic. Playing the part of the runner is Mustafa 'Musse' Mohamed, globally renowned Swedish long-distance runner with prominent positions in both European and World championships. 

The campaign is part of a larger communication theme, in which Volvo during a period of time highlights safety from different perspectives.
City Safety, Cyclists
City Safety, Pedestrians
City Safety, Runner
view more - Creative
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CREDIT: Volvo Cars – Volvo XC40 City Safety

Advertiser: Volvo Car Corporation


Campaign Manager: Louise Ahlström

Global CMO: Andreas Malm

Global Brand: Mike Johnstone

Global Brand Strategy: Agustin Soriano

Creative Strategy: Auste Skrupskyte


Agency: Forsman & Bodenfors

Art Directors: Leo Dal, Sophia Lindholm, Karl Risenfors,

Copywriters: Hampus Elfström, Nicholas Düfke

Designers: Martin Joelsson, Christian Sundén

Client Director: Magnus Wretblad

Account Executive: Ewa Edlund, Katarina Klofsten

Agency Producer: Lena Sellman

PR: Bjarne Darwall

Planner: Daniel Sjöstrand

Web Strategist: Peter Gaudiano

Web Design: F&B Inhouse


Media Agency: Mindshare


Title: XC40 – The Runner, The Cyclist, The Pedestrian

Director: Sheila Johansson

Executive Producer: Joi Persson, Sophie Tamm Christensen

Producer: Adam Holmström, Joel Rostmark

Production Company: New Land

D.O.P: Mattias Rudh

Stylist: Johanna Borggren

Production Designer: Anna Lu Ingvarsson

Editor: Fredrika Andersson

Grade: Sofie Borup / Company3

Sound Design: Redpipe

Online: Kalle Lundberg


Photographer: Patrik Johäll / Superstudios


Song title: Volvo XC40 2020

Composer & Artist: Pierre Riddez

Master recording: Atmospierre

License: Universal

Genres: People, Storytelling

Categories: Automotive, Cars

Forsman & Bodenfors, Wed, 11 Nov 2020 15:49:16 GMT