S60-R & V60 Campaign Pitch
Our target for this campaign was to revitalise past Volvo owners, to take a new look at Volvo. We surveyed previous Volvo owners in Japan, and discovered a shared sense of "Kodawari" for quality in the products they buy, whether that is a Volvo car or a Gibson guitar.
Kodawari こだわり- The uncompromising and relentless pursuit of excellence, an obsession with the details.
From this survey we chose items that best reflected owners of the sudan and estate, appealing to craftsmanship and design.