VOLVO CARS
CLIENT
VOLVO
MARKET
NEW YORK
WALLS
6
DURATION
7 WEEKS
AGENCY PARTNERS
COLOSSAL CREATIVE STUDIOKINETICMINDSHARE
Speaking to the Brooklyn consumer, Volvo wanted to create something authentic, powerful, and positive for the community. Beyond opening a new Brooklyn storefront, Volvo was interested in starting a dialogue with the borough’s neighborhoods on environmental responsibility and corporate sustainability. And so the Future Imagined: Brooklyn Project began.
This was a monumental campaign designed to highlight Volvo’s sustainable goals, including being fully electric by 2030 and carbon neutral by the year 2040. With the new Volvo store opening in Brooklyn, they wanted a hyperlocal campaign that spoke to the borough and inspired change. Authenticity, local advocacy, and low environmental impact were key priorities here – and that’s where we came in. Our Creative Studio worked closely with the Volvo team and Brooklyn-based artist Yazmany Arboleda to build a visual language for their specific vision, communicating with Arboleda directly on creative direction. Six walls across prime Brooklyn neighborhoods were selected, each providing a “window” to a more sustainable future through the outline of different vehicle types, as imagined by the artist himself. The artwork depicted the neighborhood view from that exact perspective, but as an environmental idea and connected to Volvo’s actions and ambitions.
A strategic paid social promotion leveraged compelling content around the campaign to further amplify the story, reaching over 590 New Yorkers for an additional 4.5 million impressions.
WILLIAMSBURG • GREENPOINT • DOMINO PARK • COBBLE HILL • GOWANUS • NAVY YARD
These murals were then coated with LumActiv, a photocatalytic nano-coating that purifies the surrounding air of pollutants. In their awareness campaign, Volvo made a step in the direction of progress with their choice of format and technology behind the wall. A QR code embedded in the creative allowed curious pedestrians to enter a microsite detailing Volvo’s commitment to sustainability and ways to participate in environmental activism. Mobile geofencing added yet another touchpoint for passersby, retargeting the Volvo messaging and building even greater awareness.
