Safety is a core value at Volvo, so when the COVID-19 pandemic hit, they loaned a fleet of vehicles to local hospitals for employees to safely travel to and from work. To extend their gratitude to frontline workers everywhere, Volvo provided a special discount on cars to first responders, medical personnel, and teachers—and asked us to conceptualize artwork and create content to share that offer digitally. With New York City on lockdown and our walls off limits, we accepted the challenge to bring our out-of-home medium indoors and online.
First, our in-house creative team drew on the Volvo brand identity to design a graphic, inclusive representation of healthcare workers, pairing it with a simple, universal message of appreciation.
Next, our paint crew recreated this custom design on a 10’ by 10’ canvas in our East Williamsburg shop, all while observing health and safety guidelines. A few well-placed cameras captured the production in real-time before the footage was edited for maximum impact.
We then delivered a portfolio of photos and video content, along with original post copy, for Volvo to use across paid social channels and in email communication. As Mindshare reported, the tri-state campaign was top-performing both in terms of efficiency and overall reach.
But the story doesn’t end there—together with Volvo, our crew delivered the 10’ by 10’ canvas to Holy Name Hospital in Teaneck, NJ, thanking the healthcare heroes for their sacrifices and dedication. Today it lives proudly at Holy Name’s Sister Claire Tynan School of Nursing as a show of immense gratitude and our shared commitment to excellence in the face of adversity.