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Recognizing that universal adoration is an impossible goal, the "Free Will" campaign for the new Volvo C30 presents both "for" and "against" sentiments in a series of quirky animated spots and equally quirky web experience conjured by Amsterdam-based Euro RSCG 4D. Visitors to the box-themed website can make their opinions known by viewing and ranking the spots, as well as creating a personalized text-to-speech message via the Big Mouth of Free Will. There's also a customization feature that lets you "unbox" your ideal C30 using a cardboard cut-out template, and a slew of silly interactive elements hidden throughout the site.