Volvo Steals Energy From Rival Cars to Power an SUV in Highway 'Hjiack' Stunt
Campaign Included Billboards Thanking the Competition
Apr 06, 2016
Volvo "hijacked" a highway in California, so that other cars inadvertently charged its XC90 T8 SUV, in a stunt promoting the gas and electriticy-powered car.
The campaign, conceived by Grey New York, saw the carmaker lay a special hydraulic surface that, when other cars drove over it, created energy to power an XC90 T8 standing by the side of the road. Billboards then thanked the drivers of the rival cars with messages calling them out by marque or color -- for example, "Thanks black Audi," or "Thanks for the extra miles, Jeep."
Bob Partington, Jordan Fein and Hunter Baker at 1stAveMachine worked on production.