For Life

Agencies: AKQA Grey


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.

This professional campaign titled 'For Life' was published in United States in February, 2023. It was created for the brand: Volvo, by ad agencies: AKQA and Grey. This Integrated medium campaign is related to the Automotive industry and contains 1 media asset. It was submitted over 1 year ago.


Peter Lund - Global Chief Creative Officer
Ander Hernando - Designer Director
Laura Hunter - Associate Creative Director
Sam Tablada - Senior Designer
Sebastian Regfeldt - Senior Creative
Jesper Ståhl - Senior Creative
Simon Magnusson - Senior Copywriter
Linus Lövbacka - Senior Designer
Anthony Penglase - Senior Product Designer
Asim Bawa - Motion Designer
Beverly Enrico - Associate Creative Technologist
Saga Westlund - Creative
Ludvig Pehrson - Associate Creative Director

Miriam Plon Sauer - Executive Strategy Director

Client Service and Delivery:
Zoë Baker - Client Partner
Fredrik Stahre - Associate Creative Director
Natalie Conway - Account Manager

Michael Carlisle - Group Technical Director
Florent Segouin - Creative Development Director
Mike Pires - Senior Art Director

Uros Petrevski - Strategic Design Director


Laura Jordan Bambach - President&CCO
Javi Campopiano - Worldwide CCO
Sam Haynes - Creative Director
John Gibson - Creative Director
Ed Hayne - Strategy Director
Gil Caldwell-Dunn - Strategy Director
Rob Gray - Business Director
Sam Dowling - Agency Senior Producer
Alicia Cordell - Agency Assistant Producer

Production Company: New-Land
Ben Turnbull - Production Company Produce
Sheila Johansson - Director


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