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Social Activation

Volvo Cars

Driving Dirty

Help California save water. Start #DrivingDirty.

Volvo campaign artwork reading Dusty is the new black.
Dusty is the new black.

Selected work

03 assets
A compact motion fragment from the water-conservation activation.
Clean consciously graphics from Volvo’s water-conservation campaign.
Clean consciously: the wider campaign system.
A campaign tag reading Help save water, start driving dirty.
Help save water. Start driving dirty.

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