Lead Agency: Courageous Studio
The redesign of the XC60 was an important moment for Volvo. As the first complete reimagining of one of Volvo's most-beloved and best-selling cars in a decade, the vehicle was in somewhat of a marketing conundrum: it deserved to establish its own distinct exciting presence that could be even more engaging to drivers, while also carrying traces of an important legacy.
Therefore, the need became to build awareness around the XC60 as something transformative for the brand at large: an extension of a pre-existing phenomenon that was capable of generating its own excitement and momentum.
We felt determined not to let the XC60's reputation be superseded by the XC90, rendering it to "overlooked" or "inessential" status, so we knew the impact had to be on a global scale, with a particular emphasis on the U.S.