With the release of its latest electric vehicle (EV), automaker Volvo Cars has introduced a new brand platform, “For Life,” aiming to showcase how customers’ feelings affect their driving.

Volvo Cars has recently launched its fully electric SUV, the Volvo EX90. The brand has worked with AKQA and Grey to develop a new brand platform that focuses on the message of safety.

The “For Life” platform focuses on psychological safety through a film that tells a collection of stories involving real-life moments and stories. The global campaign features athletes and celebrities, including the new skateboarding world champion Sky Brown, Swedish pop star Seinabo Sey and Paralympian Liu Cuiqing.

Throughout the film, a slowed-down cover of Queen’s “Don’t Stop Me Now” plays with the end line “When you feel safe, you can be truly free,” appearing ahead of “For Life.”

Alongside the minutelong film, a dedicated campaign website has gone live, which outlines the safety feature of the EX90 and showcases how emotions can potentially affect a driver’s abilities at the wheel through the Questions of Safety survey on the platform. The aim of the campaign is for Volvo Cars to engage with customers around driver behavior by delivering meaningful insights for them to consider.

Their responses will be part of Volvo Research and Development’s work in devising new products, services and experiences for the brand and the wider automotive industry.

“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.”

Volvo Cars, headquartered in the Swedish city of Gothenburg, sells cars in more than 100 countries.

Laura Maness, chief executive of Grey, added: “At the heart of our partnership are brilliant, passionate and talented people with the hunger and drive to unlock insights, deepen our understanding and collectively inspire a safer world. ‘For Life’ speaks to the extraordinary power of cultivating psychological safety and putting mental health and emotional well-being at the center of everything we do.”

CREDITS:

AKQA

Creative:

Global chief creative Officer: Peter Lund

Designer director: Ander Hernando

Associate creative director: Laura Hunter

Senior designer: Sam Tablada

Senior creative: Sebastian Regfeldt

Senior creative: Jesper Ståhl

Senior copywriter: Simon Magnusson

Senior designer: Linus Lövbacka

Senior product designer: Anthony Penglase

Motion designer: Asim Bawa

Associate creative Technologist: Beverly Enrico

Creative: Saga Westlund

Associate creative director: Ludvig Pehrson

Strategy:

Executive strategy director: Miriam Plon Sauer

Client service and Delivery:

Client partner: Zoë Baker

Associate creative director: Fredrik Stahre

Account manager: Natalie Conway

Tech:

Group technical director: Michael Carlisle

Creative development director: Florent Segouin

Senior art director: Mike Pires

UX:

Strategic design director: Uros Petrevski

Grey

President and CCO: Laura Jordan Bambach

Worldwide CCO: Javi Campopiano

Creative director: Sam Haynes

Creative director: John Gibson

Strategy director: Ed Hayne

Strategy director: Gil Caldwell-Dunn

Business director: Rob Gray

Agency senior producer: Sam Dowling

Agency assistant producer: Alicia Cordell

Production Company: New-Land

Production company producer: Ben Turnbull

Director: Sheila Johansson