Volvo Cars: Family Bond campaign

Art Direction

With a global, gender-neutral parental leave policy, Volvo was already ahead of the curve. Still, we convinced them to make taking parental leave the default option for men, setting a new standard for the industry. ​

We devised a campaign publicly celebrating the radically progressive move and fostered employee pride, ‘Time To Take It’. We created a hero film and suite of employee, media and social asset assets in less than 22 business days. Together they built advocacy for Volvo’s in-country managers to execute. ​

The campaign secured blanket media coverage, including the BBC and Financial Times, 100,000 LinkedIn views and 1,500 tweets in a single day. One employee letter had over 2,000 comments and 20,000 views on LinkedIn, setting the industry standard for others to follow.​

The launch generated incredibly positive feedback and impact far beyond the media, with applicants from both men and women, and Volvo invited to share its approach with other companies.