To launch the new Volvo hybrid,
the XC90 T8, we didn’t create an ad. We invented a new technology.
Volvo
North America
North America
Product
XC90 Hybrid
XC90 Hybrid
Agency
Grey New York
Grey New York
![](https://freight.cargo.site/t/original/i/8a5821739038d494042092d0172a7d8a1f875ffc4834960b5046236c123145fe/Charged.jpg)
![](https://freight.cargo.site/t/original/i/8f86a60c5f949f55ba3b57194d4742a5e1e266b0eb4fa8016368929d8d44cd58/Full-Charged.jpg)
![](https://freight.cargo.site/t/original/i/ed667e85bcb762fb75b6691cc12451808cfc1cbd18e07e22afe6e95128549d33/Charging.jpg)
![](https://freight.cargo.site/t/original/i/3e76a8ad3a50c5792561a274ce6b8f7bc3d9fc478a5d6046011d7a56f4b67d31/Thank-you-Audi.jpg)
Customized digital billboard:
thanking to each car brand that passed by
![](https://freight.cargo.site/t/original/i/2d2c99564f9af45b06847ac2fe538edf57fb57b8f06adf8e4726dcfc07bba5c9/aketfyhq9bo-samuel-zeller.png)
A peristaltic system was developed to capture energy from cars using only hydraulic power. It’s main component is a mat that contains tubes that are full of water. When a car drives over the mat,
it compresses the tubes and its forward momentum pushes the water through, generating hydraulic power.
The hydraulic power is then turned into electricity. After over 4 months developing the technology,
we hijacked a highway in California and used the system to steal energy from other cars to power the new Volvo hybrid SUV. A special billboard thanked all the other car brands for their power.
![](https://freight.cargo.site/t/original/i/087c7cd26fa730e54d6144753fffd69842e99353626ef5dfaf659b7cc85cbc4f/cannes.png)
Cannes Lions Silver - Promo & Activation
Cannes Lions Bronze - Design
Cannes Lions Bronze - Media
Cannes Lions Bronze - Design
Cannes Lions Bronze - Media
![](https://freight.cargo.site/t/original/i/098549fc99117d062cadaaab33d90e0439babf07ff6086cadda34743c317ef4d/one-show.png)
One Show Merit - Design
One Show Merit - Direct Marketing
One Show Merit - Print and Outdoor
One Show Merit - Direct Marketing
One Show Merit - Print and Outdoor
![](https://freight.cargo.site/t/original/i/e6b597d6762775f16cec3193925fa8a68a3123a1debaab17dab456e5d8da00f5/clio2.png)
Clio Bronze - Innovation
Credits
GCD/AD João Coutinho
CGD/CW Marco Pupo
ECD: Matt O’Rourke
GCD: Nick Pringle
GCD: Steve Wakelam
ACD/CW: Noel Hamilton, Natalie Rose
ACD/AD: Rodrigo Burdman
AD: Jason Goldstein
CCO: Andreas Dahlqvist
Creative Council Chairman: Per Pedersen
CGD/CW Marco Pupo
ECD: Matt O’Rourke
GCD: Nick Pringle
GCD: Steve Wakelam
ACD/CW: Noel Hamilton, Natalie Rose
ACD/AD: Rodrigo Burdman
AD: Jason Goldstein
CCO: Andreas Dahlqvist
Creative Council Chairman: Per Pedersen