Volvo Redefines Safety In New Brand Platform Campaign

Grey, AKQA and Volvo Cars step into a new era of safety beyond the car with new brand platform

By Creative Salon

AKQA and Grey have partnered with Volvo Cars as it seeks to expand the definition of safety with the launch of their new brand platform, ‘For Life’.

Following the recent arrival of their fully electric flagship SUV, the Volvo EX90, Volvo Cars now wants to engage customers by igniting a conversation around the core thought: Could how you feel affect how you drive?

Building on over 95 years of safety innovations, Volvo Cars have been synonymous with safety. They have a vision to reduce serious injuries or fatalities in new cars to zero, a goal yet to be reached even though their cars are safer than ever. Expanding focus beyond sensing and predicting accidents outside of the vehicle to the state of the driver, the 'For Life’ platform engages with the topic of safety from the angle of psychological safety.

Created in partnership between Volvo Cars, AKQA and Grey, a new era for safety is powerfully told through a collection of real-life stories and everyday moments. An emotive and anthemic film, featuring Swedish pop star Seinabo Sey, Paralympian Lui Cuiqing and professional skateboarder Sky Brown, forms part of the global campaign exploring each individual’s story.

Seeded across multiple touchpoints, thought-provoking headlines invite the audience to take part in an immersive and interactive experience. The Questions of Safety, featured on the platform, invites people to actively share ‘how life affects how they drive’ and vice versa. The aim is to open up the dialogue for a new level of engagement with Volvo Cars’ customers around the world and gather meaningful insights on driver behaviour.

This research will fuel Volvo Research and Development and potentially help and inspire further research and new products, services and experiences for Volvo Cars and the entire automotive industry to make the world safer.

”We have an ambition to be pioneers in the protection of people and the planet,” said Andreas Malm, Creative Director at Volvo Cars. “We hope to bring to life safety beyond the traditional sense and highlight how you only can live life truly free when you both are and feel safe. A true consumer benefit in the 21st century.”

AKQA Global Chief Creative Officer Peter Lund said: “It’s been an exciting creative journey to expand how we think about safety. We've all been taught that the safety net is merely there to protect us when we fall. But, in fact, it carries deeper importance, giving us the confidence to take flight and create progress.”

Grey CEO Laura Maness said: “In a world where people are seeking safety in all forms, we are incredibly proud and privileged to be part of this continuous-learning journey together with Volvo Cars and AKQA. At the heart of our partnership are brilliant, passionate and talented people with the hunger and drive to unlock insights, deepen our understanding and collectively inspire a safer world. ‘For Life’ speaks to the extraordinary power of cultivating psychological safety and putting mental health and emotional well-being at the centre of everything we do.”




Peter Lund - Global Chief Creative Officer

Ander Hernando - Designer Director

Laura Hunter - Associate Creative Director

Sam Tablada - Senior Designer

Sebastian Regfeldt - Senior Creative

Jesper Ståhl - Senior Creative

Simon Magnusson - Senior Copywriter

Linus Lövbacka - Senior Designer

Anthony Penglase - Senior Product Designer

Asim Bawa - Motion Designer

Beverly Enrico - Associate Creative Technologist

Saga Westlund - Creative

Ludvig Pehrson - Associate Creative Director


Miriam Plon Sauer - Executive Strategy Director

Client Service and Delivery:

Zoë Baker - Client Partner

Fredrik Stahre - Associate Creative Director

Natalie Conway - Account Manager


Michael Carlisle - Group Technical Director

Florent Segouin - Creative Development Director

Mike Pires - Senior Art Director


Uros Petrevski - Strategic Design Director


Laura Jordan Bambach - President&CCO

Javi Campopiano - Worldwide CCO

Sam Haynes - Creative Director

John Gibson - Creative Director

Ed Hayne - Strategy Director

Gil Caldwell-Dunn - Strategy Director

Rob Gray - Business Director

Sam Dowling - Agency Senior Producer

Alicia Cordell - Agency Assistant Producer

Production Company: New-Land

Ben Turnbull - Production Company Produce

Sheila Johansson - Director


LinkedIn iconx

Your Privacy

We use cookies to give you the best online experience. Please let us know if you agree to all of these cookies.