Global launch campaign for the 2019 Volvo S60
Wrote the tagline “Follow No One” as well as art directed the whole campaign. The spot uses an old voice recording of E. E. Cummings reading an excerpt from his poem “A Poet’s Advice.”
The best iSpot attention index in Jan 2019 (54% fewer interruptions than the average auto ad).
Pre-launch internal campaign “Made by You”
The 2019 S60 was the first car built in the U.S. Volvo wanted to acknowledge the effort of the people who built the car to create excitement internally.
“Made by You” ads credited over 3,000 employees on a digital billboard near the factory. A digital camera installed nearby streamed it live, as well as captured and emailed to the employee as it ran.
Volvo employees proudly posted these ads on LinkedIn and social media, garnering tens of thousands of likes and shares.
Executive Creative Director / Matt O'Rourke
Copywriter / Conor Champley