Experiential Film
Volvo Cars
Highway Robbery
The launch wasn't a commercial. It was a road that stole power from the cars driving over it.
Project Overview
Volvo's XC90 T8 hybrid was entering a luxury SUV category dominated by German horsepower. The brand's claim — performance with a conscience — needed proof people could see.
So instead of an ad, we built a technology: a road-mat that captured energy from passing traffic and used it to charge the Volvo. We installed it on a busy Southern California road and let it do the arguing.
The activation demonstrated the T8's approach to power and started a conversation about the future of driving, positioning Volvo as a brand that treats high performance and environmental responsibility as the same idea rather than a trade-off.
- Client
- Volvo Cars
- Year
- 2016
- Role
- Art Director / Creative
Agency / Studio
Grey New York
Team
- Nick Pringle
- Steve Wakelam
- Marco Pupo
- Joao Coutinho
- Natalie Rose
- Rodrigo Burdman
- Noel Hamilton