For Life

AKQA and Grey are proud to have partnered with Volvo Cars as it seeks to expand the definition of safety with their new brand platform, ‘For Life’, launching today. Following the recent arrival of their fully electric flagship SUV, the Volvo EX90, Volvo Cars now wants to engage customers by igniting a conversation around the core thought: Could how you feel affect how you drive?

Building on over 95 years of safety innovations, Volvo Cars have been synonymous with safety. They have a vision to reduce serious injuries or fatalities in new cars to zero, a goal yet to be reached even though their cars are safer than ever. Expanding focus beyond sensing and predicting accidents outside of the vehicle to the state of the driver, the 'For Life’ platform engages with the topic of safety from the angle of psychological safety.

Created in partnership between Volvo Cars, AKQA and Grey, a new era for safety is powerfully told through a collection of real-life stories and everyday moments. An emotive and anthemic film, featuring Swedish pop star Seinabo Sey, Paralympian Lui Cuiqing and professional skateboarder Sky Brown, forms part of the global campaign exploring each individual’s story.

Seeded across multiple touchpoints, thought-provoking headlines invite the audience to take part in an immersive and interactive experience. The Questions of Safety, featured on the platform, invites people to actively share ‘how life affects how they drive’ and vice versa. The aim is to open up the dialogue for a new level of engagement with Volvo Cars’ customers around the world and gather meaningful insights on driver behaviour.

This research will fuel Volvo Research and Development and potentially help and inspire further research and new products, services and experiences for Volvo Cars and the entire automotive industry to make the world safer.