Grey launches a global campaign for Volvo on biggest safety challenge we’ve ever faced


By thesanfranciscoegotist / /

Grey has created the Ultimate Safety Test campaign for Volvo Cars. After leading the industry in automotive safety for decades, Volvo is now broadening its focus to make sure sustainability becomes as ingrained in the company culture as safety always has been.

“I am very proud to bring the Ultimate Safety Campaign to life”, said Mike Johnstone, Head of Central Marketing & Brand at Volvo Cars. “Sustainability is now as important as safety to us, with climate action having the highest priority, and Volvo Cars has one of the most ambitious climate plans in the car industry. That’s why we’re proud to highlight the work we are doing through this campaign taking real action to combat global warming”.

Javier Campopiano, Chief Creative Officer Europe and Creative Chairman UK at Grey said: “Working for Volvo Cars, a brand that cares, both about people safety and the world we live in, is a privilege. By creating the notion of the Ultimate Safety Test, we’ve just crystalized those principles and the menace we face our planet faces; a collapsing glacier represents the ultimate and biggest threat, the one we all need to tackle to be safe”.

The film was shot by Ivan Zacharias at Smuggler in extreme conditions: the crew went all the way to the Arctic Circle and filmed in temperatures of -10C, wearing polar expedition suits in order to be able to operate. 



Client Volvo Cars

Head of Central Marketing & Brand Mike Johnstone 

Director Brand Management Johanna Arvidsson


Creative Agency  Grey

Global CCO John Patroulis

CCO EU & Creative Chairman UK Javier Campopiano

President/CCO UK Laura Jordan Bambach

Global ECD, Volvo Emiliano Gonzalez De Pietri

Creative Directors Sam Haynes / John Gibson 

Copywriters Sam Haynes / Javier Campopiano

Art Director John Gibson

CSO Raquel Chicourel

Strategic Planners Bhavin Pabari / Gilliam Caldwell-Dunn

Chief Client Officer Jeremy Pyne

Business Director Justine Johnson

Account Director Andy Wynn

Account Manager Cara Simcock

Agency Senior Producer Lindsay Moyes 

Agency Print Producer Richard Ross

Designer Michael Stephens


Social Media Agency Wildfire

Managing Director Olivia Clarkson

Creative Director Vikesh Amey Bhatt

Account Director Charlotte Scott

Strategy Director Asad Shaykh


Production Company Smuggler

Production Company Producer – Nick Landon 

Director Ivan Zachairas

D.O.P. Jan Velicky

Production Design Robin Brown


Photographer Philipp Rohner – Getty Images


Leave a Reply

Your email address will not be published. Required fields are marked *