Best Automobile Integrated Ad Campaign

Objective With the start of the Volvo ocean Race 2008-2009, Volvo gives us a seemingly impossible task: get the special edition cars in front of people who are not exclusively interested in sailing sports, yet still show the race and utilize its branding values. Concept In RUSH, you meet four members of a life rescue crew, who rush out to assist an Ocean Race boat at sea. They have four minutes to reach the lifeboat, driving in their Volvo Ocean Race Edition vehicles. Things go wrong and you need to help them out. From a split-screen overview showing each crewmember's narrative, you can zoom in on any of the four members, controlling the narrative to try to make the team work. IIn these four to five minutes of adventure, you see twenty minutes worth of film and sound. You choose between alternative pathways that change the crew's communication and actions. Promotional Plan A film-like trailer is seeded into car-, sailing-, gaming-, and film communities. Dealer showrooms and the Volvo showroom in the Ocean Race villages display RUSH posters and feature terminals where visitors can play the adventure next to the cars. Volvo's own media (VolvoCars.com and VolvoOceanRace.org) carried banner and editorial advertising.

Contributors:

Creative Directors :	Bram de Rooij, Martijn Sengers
Copy Writer:	Bram de Rooij
Art Director:	Martijn Sengers
Designer:	Antonio Costa
Account Director:	Sabine Steinhaus
Account Manager:	Jeff Dunlap
Strategy:	Sicco Beerda, David Feenstra
Agency Producer:	Nicole Siers
Technical Director:	Bob Elbersen
Web Production:	LBi Gothenburg

EURO RSCG 4D AMSTERDAM

Location: The Netherlands