Volvo and AKQA launch documentary-style campaign for electric EX60, focusing on manufacturing transparency
By
Abbey Bamford
Toasted just enough. A reliable bake, gently seasoned.
Summary
Volvo Cars, in collaboration with AKQA, launched a global campaign for the fully electric EX60 SUV that takes a documentary-style approach. Rather than showcasing the vehicle as a polished final product, the campaign pulls back the curtain on the manufacturing process, inviting audiences into Volvo's factories, safety centers, and engineering teams. The campaign taps into growing audience curiosity about how things are made, emphasizing transparency, mechanical craft, and the behind-the-scenes journey of electric car-making.
Key quotes
· 3 pulledWe're living in a time where behind-the-scenes content can generate as much intrigue as the finished product
Rather than presenting the EX60 as a static object of desire, the campaign unfolds like a living documentary
It invites audiences into Volvo's world, from its factories and safety centres to its engineering teams
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