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Volvo C30 - A Product of Free Will

Award: Wood Pencil

Wood Pencil / Websites / Microsites / 2007

How do you challenge the youth market assumption that Volvos are “those boxy cars your Dad drives”? Playing with the 'A Product of Free Will' tagline, the C30 website features an interactive box – the ultimate product. But visitors soon discover this is no boring Volvo box. Initially teasing with peephole previews, we popped the lid for the Paris Motor Show so visitors could un-box their personally styled C30. Finally, celebrating its arrival in Volvo showrooms, the C30 bursts free of the box, revealing games, gadgets and downloadable eye-candy. And, by rating all 16 eye-popping TV commercials, each visitor is free to answer the question “What do you think?”

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