Volvo

V90CC — North american Launch

Thanks to the internet, we’re constantly connected. It’s tough to ignore texts, emails or phone calls—especially when they’re from work. The lines between our personal and professional lives have disappeared. We’re never not on. 

But we have passions outside of our careers. Hobbies we love. Activities that energize us. 

This campaign serves as a gentle reminder to return to them often. They bring balance to our lives, make us happier and healthier, and are just as important as anything else. The all-new Volvo V90 Cross Country is the means to reconnect with them.

Agency: Grey NY

ECD: Matt O’Rouke

Art Director/Designer: Neil MacLean

Tone of Voice

Volvo's reputation was that of safety. I had to change that.

When I came onto Volvo, it was synonymous with safety. While not a negative quality to be associated with, it was an outdated perception. The newest Volvo vehicles were not only safe, but sophisticated and luxurious. Completely redesigned, the 2017 line-up featured Scandinavian design, intuitive technology and world-class driving experiences.

The brand had done their part to change people’s perception. We had to do ours.

Over the course of nine months, I worked closely with our clients and our Executive Creative Director, Matt O'Rourke, to redefine & reshape Volvo’s North American tone of voice. I wrote countless headlines, body copy, radio scripts and television spots, and rewrote website & brochure language, oversaw multiple social & CRM teams, and developed the master tone of voice bible for Volvo.