For years, Volvo has built its branding around safety and the idea that its vehicles are strong, solid and reliable. Now, with the advent of electrification, it's evolving that to take a more holistic look at the idea of safety, and how feeling safe can make us feel free. 

The latest global push for the brand, a joint effort from WPP's AKQA and Grey called "For Life," uses real-life stories and everyday moments to explore the psychology of what makes us feel safe. It includes an emotive film, featuring the 14-year-old British world champion skateboarder Sky Brown, as well as Swedish pop star Seinabo Sey and Paralympian Lui Cuiqing. Directed by Sheila Johansson via New Land, the film intermingles their stories of being courageous at the moments that matter with those of a child afraid to swim in the ocean and a young woman going to a dance with her girlfriend. It ends with the words "When you feel safe, you can be truly free."

As well as the film, which will run on TV in several markets, the integrated campaign includes an online platform featuring "Questions of Safety" which invite people to actively share how life affects how they drive. The aim is to open up the dialog for a new level of engagement with Volvo Cars’ customers around the world and gather meaningful insights on driver behavior.

It's not the first time Volvo has stretched its safety branding into new areas: its 2021 "Ultimate Safety Test" campaign highlighted its shift to electric by showing that ensuring against climate change is the ultimate safety challenge.

”We have an ambition to be pioneers in the protection of people and the planet,” said Andreas Malm, creative director at Volvo Cars, in a statement. “We hope to bring to life safety beyond the traditional sense and highlight how you only can live life truly free when you both are and feel safe. A true consumer benefit in the 21st century.”

The campaign "speaks to the extraordinary power of cultivating psychological safety and putting mental health and emotional well-being at the center of everything we do,” added Grey CEO Laura Maness.

“It’s been an exciting creative journey to expand how we think about safety," stated AKQA Global Chief Creative Officer Peter Lund. "We've all been taught that the safety net is merely there to protect us when we fall. But, in fact, it carries deeper importance, giving us the confidence to take flight and create progress.”