(c)Volvo Cars UK
We all know TV advertisements are a kind of marketing for luxury auto businesses, but Volvo has taken it one step further with its own series of three films.
Human Made Storiespremiered on Sky Atlantic this month to indicate Volvo’s brand new 90 series selection of automobiles. It centers around “people who do things differently, challenge conventions and create their own route,” for example:
- Oliver Armitage, an innovative scientist whose lifelong pursuit is making machine and human work together seamlessly. Together with his group by Cambridge, Oliver functions with amputees to develop wise prostheses that transform their own lives
- Maria Rindstam and Josefin Arrhénborg, Swedish entrepreneurs who salvage boat wrecks from the Stockholm archipelago to decrease the impact on the local character
- Erik Johansson, a surreal photographer who catches thoughts instead of minutes, is obsessed with his craft. By bringing an engineering solution to art, He’s always challenging traditions to achieve the impossible
Volvo has selected the trio since they say they reflect their new values – along with the partnership involving Sky Atlantic and Volvo Car UK was brokered by Sky Media, the advertising sales arm of Sky, and Mindshare. The creatives were implemented by Grey London.
Further episodes in the Individual Made Series will be published within the next year. Research Volvo’s stories, partnerships and projects further with #HumanMade.
Georgina Williams, head of marketing at Volvo Car UK stated: “Back inHuman Produced Stories,we wanted to profile individuals who share that [Volvo] ethos. Josefin, Maria, Oliver and Erik are determined in their mission to push boundaries and make the world a better place. They are each relentless in their pursuit of innovation and craft to drive the world ahead — a trait shared by Volvo.”
The show premiered on 8 Sepember at 11pm on Sky Atlantic – however, you can catch it on demand for the next year.The documentary will also be encouraged through advertisement break takeovers, 24 new idents (a continuation of Volvo’s existing sponsorship of Sky Atlantic, which has been operating for 2 years now), in cinemas in addition to on social and electronic media.