Throughout April, Volvo released a campaign targeting both the Lebanese and Jordanian markets and focusing on the five human senses: touch, smell, taste, hearing and sight.
“Everything in the new Volvo cars is conceived and designed to trigger one of your senses in the most beautiful way, from the look of the car to the smell of the leather seats, the touch of the wheel and the sound system; everything appeals to you,” Reva Berbari and Rhéa Nasard, respectively digital director and creative director of Its. communications (the agency behind the campaign), tell Communicate Levant.
To celebrate the 60th anniversary of the invention of the seatbelt, Volvo launched its “Equal Vehicles For All” (E.V.A.) initiative, that aims to improve gender equality in all cars by sharing 40 years of research findings with the rest of the industry. As part of this initiative, the Swedish car brand has also undergone a drastic design change to better protect the human body “regardless of size, gender, or body shape”. The new Five Senses campaign – unveiling in two steps, teaser and revealer – means to illustrate that change in a sensorial manner.