You don’t hear any quotes like, “Fuck off, Volvo blows”
Volvo’s review should be over. I’m declaring it.
"Why??" you might ask? It’s simple. They’ve already got an incredible campaign for the new C30 from FUEL London. If this is what they do with a single project, I’d love to see what they could do with the entire brand.
The creatives at FUEL hit on a single, simple idea: this quirky looking car is "a product of free will". They hit the streets collecting quotes that captured people’s reactions to the new car. As Motionographer pointed out, the quotes are slightly controlled (You don’t hear any quotes like, "Fuck off, Volvo blows," or "The Volvo C30 gives me a rock-hard stiffy.") but the campaign does feature a couple of statements that sounded like attempts at negativity.
Then, they handed the stack of quotes to five animators from Not To Scale, and let them have their way with them. The result is a web-based animation campaign that straddles the line between art and advertising:
Coan & Zorn
Many, Many Eyes
Looks Like a Greyhound
Ugly/Beautiful
National Television
Applause
Love It/Hate It
Take It On a Picnic
Drop It in the Sea
Tomatoes
Pierre & Bertrand
Too Exciting For My Mother
Want It/Don’t Want It
Rachel Thomas
Hiss It/Kiss It
Thaumatrope
Real Man
Steve Scott
Thumbs Up/Thumbs Down
From This Angle
Superhero’s Safe Car
The folks at FUEL and Not To Scale have also created a massive PDF document that, well, documents the process and the ideas behind it. It would make an excellent case-study (but I’m warning you, its big).
There’s also an excellent review/article/interview about the campaign here.
Big thanks to Motionographer for hosting the vids and the PDF document. And for the images.
Technorati Tags: beyond madison avenue, advertising, volvo, c30, motionographer, animation, Not To Scale
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No kidding. My father works with Volvo and he mentioned the latest efforts to push for better, "hot knife through butter," advertising. It takes guts to steer away from the traditional big name advertisers of the world. The quality is there, but design/marketing just needs to catch up. A good recipe to a turnaround.My opinion of the new C30: "If it were me, I’d send it to the moon."