Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Volvo Voices Honest Opinions

Published on .

Volvo "Free Will"
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.
Most Popular
In this article: