(c)Volvo Cars UK
We all know TV ads are a common kind of marketing for high-end car companies, but Volvo has taken it one step further with its very own series of three short films.
Human Made Stories premiered on Sky Atlantic this month to mark Volvo’s new 90 series range of cars. It focuses around “people who do things differently, challenge conventions and create their own path,” such as:
- Oliver Armitage, an innovative engineer whose lifelong pursuit is making human and machine work together seamlessly. Along with his team from Cambridge, Oliver works with amputees to develop smart prostheses that transform their lives
- Maria Rindstam and Josefin Arrhénborg, Swedish entrepreneurs who salvage boat wrecks from the Stockholm archipelago to reduce the impact on the local nature
- Erik Johansson, a surreal photographer who captures ideas instead of moments, is obsessed with his craft. By bringing an engineering approach to art, he is constantly challenging conventions to achieve the impossible
Volvo has chosen the trio as they say they reflect their brand values – and the partnership between Volvo Car UK and Sky Atlantic was brokered by Sky Media, the advertising sales arm of Sky, and Mindshare. The creatives were executed by Grey London.
Further episodes in the Human Made Series will be unveiled over the coming year. Explore Volvo’s stories, projects and partnerships further with #HumanMade.
Georgina Williams, head of marketing at Volvo Car UK said: “In Human Made Stories, we wanted to profile people who share that [Volvo] ethos. Oliver, Maria, Josefin and Erik are all determined in their mission to push boundaries and make the world a better place. They are each relentless in their pursuit of craft and innovation to drive the world forward – a trait shared by Volvo.”
The series premiered on 8 Sepember at 11pm on Sky Atlantic – but you can catch it on demand for the next year. The documentary will also be promoted through ad break takeovers, 24 new idents (a continuation of Volvo’s existing sponsorship of Sky Atlantic, which has been running for two years now), in cinemas as well as on social and digital media.