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Social Activation

Volvo Cars

Driving Dirty

Help California save water. Start #DrivingDirty.

Volvo - Driving Dirty — Cleanest graphic expression of the social movement.
Cleanest graphic expression of the social movement.

Selected work

03 assets
A compact motion fragment from the water-conservation activation.
Volvo - Driving Dirty — Shows the support system beyond the hashtag.
Shows the support system beyond the hashtag.
Volvo - Driving Dirty — Direct campaign call to action.
Direct campaign call to action.

Project Overview

California was running out of water. Lecturing wasn't going to work. Neither was a TV spot.

So we turned dirty cars into badges of honor. #DrivingDirty made skipping the car wash a visible, sharable act of conservation — a thing you could see on every street in the state.

It grew Volvo's presence on the West Coast while contributing to a much larger conversation about how much water gets spent on appearances.

Client
Volvo Cars
Year
2016
Role
Art Director / Creative

Agency / Studio

Grey New York

Team

  • Natalie Rose
  • Rodrigo Burdman
  • Neil Maclean
  • Adam Bedol