New, game-changing electric SUV: the Volvo EX60

AKQA and Volvo Cars have continued their creative partnership with the launch campaign for the highly anticipated Volvo EX60. A fully electric SUV that can drive up to 810 km on a single charge.
Not only does the EX60 match the range of many petrol cars, it can also fast charge up to 340 km in ten minutes. Being the first of its kind, it’s positioned to overcome the remaining barriers that hold people back from choosing electric – known to consumers as range anxiety. Its innovations not only prove that sustainable travel is no longer a compromise, but mark a new era for electric vehicles.

AKQA, known for pioneering the application of new technology for brands with powerful and impactful storytelling, was proud to be chosen to collaborate with Volvo Cars’ in-house teams to showcase the innovative design and engineering that the EX60 boasts.

The collaboration between Volvo Cars and AKQA ranges from positioning, design system, tease and social assets, to, print, DOOH, digital activations, a “one-shot” film, a series of documentary-styled films, as well as the reveal event, broadcasted live from Sweden.
Held at Artipelag, in the Stockholm archipelago on January 21, the reveal brought together industry experts and media for an unexpected live event, where the Volvo record-range SUV was seen driving non-stop on stage. The technological feat was achieved in collaboration with AKQA’s Architecture and interior design practice, Universal Design Studio, FutureDeluxe and Volvo Cars engineers. It required customised sets of robotic, motion-controlled rims, a special-built 26-metre screen, three turntables and a range of meticulously calibrated environments, digitally crafted from Swedish landscapes.
Throughout the show, the bespoke content was presented on the surrounding LED screen in sync to the car’s movement, transporting both car and audience to the various environments, demonstrating the EX60’s class-leading capabilities in real time.

The launch campaign continued the theme of uninhibited movement with a “one-shot” film directed by Filip Nilsson and produced by PINE. The film explores the car’s ground-breaking features while celebrating its impressive range as it traverses vast landscapes and dynamic urban environments without a single cut. The film rolled out across social and digital, with shorter formats running on TV. It was accompanied by a suite of other campaign assets, including OOH, DOOH, social and radio.

AKQA also developed a series of documentary-style films that served as an extension to Volvo Cars’ commitment to openness and transparency, made in collaboration with directors Louise Whitehouse and Magnus Härdner through B-reel. Getting behind the scenes of Volvo Cars’ manufacturing, Safety Centre, and technological partnerships, the films reflect AKQA’s knack for long-form storytelling that humanises complex technology.

AKQA Chief Creative Officer Peter Lund said: “The launch of the Volvo EX60 is the latest collaboration between Volvo Cars and AKQA and pushes the boundaries of what a car launch can be; stretching creativity and engineering to new heights. Together with the innovative engineering of the EX60, our innovative and well-rounded campaign reflects the dedication to pioneering the future, from both AKQA and Volvo Cars, that makes this partnership so strong.”