Challenge: Evolve Volvo’s positioning from safety-centric to a brand that inspires and excites.

Insight: While some situations call for adventure, driving shouldn’t be one of them. Life is for taking risks; driving is for staying safe.

Idea: Risk anywhere, but on the road. Reposition Volvo as the car for risk-takers: while they boldly embrace life’s risks, Volvo ensures driving is the one place they never have to.

Art direction: Gwendolyn Van Eck

VOLVO

Risk anywhere, but on the road.

OOH Campaign

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Social Media

#RiskAnywhereButOnTheRoad

The Challenge invites TikTok users to share their boldest, most daring everyday risks with the hashtag #RiskAnywhereButOnTheRoad #Volvo. From eating leftovers past their prime to asking out the girl you like, it's all about embracing risks.

A reminder that Volvo is the brand for risk-takers: those who are fearless in life, but safe on the road.

Brand Activation

The Volvo Index

In partnership with Nasdaq, Volvo introduces the Volvo Index, a fund designed to give investors access to high-potential sectors such as green technology and electric mobility, while diversifying risk.

This initiative helps minimize the volatility typically associated with high-risk investments... because with Volvo, returns are always safer.