Using an icon of safety to show safe doesn’t have to mean stale.

Our task was to grab the attention of the premium luxury sedan buyers who would not have previously considered Volvo, and position the new S60 as an all-new Volvo with an all-new attitude. For the pre-launch phase, we ran a series of metrolite posters that challenged the preconceptions of the Volvo brand being a manufacturer of safe family wagons, showing Volvo’s famous crash test dummies behaving badly.