Grey London and Volvo redesign tradition family parking space icons to celebrate the diversity of modern families with new “family parking” signage designs, to mark the launch of the Volvo V60 family estate car.
The designs, conducted in partnership with Westfield London in Shepherds Bush where the new icons can be seen, are part of Volvo’s global advertising campaign for the V60 created by Grey London.
Over the years, the definition of family has evolved, and the icons profile different examples of family within society, including same-sex couples, single parents and nuclear families.
The signs go on show to time with Pride London, this weekend.
Joseph Ernst, Creative Director at Grey London, said: “According to the Office of National Statistics, 65% of UK families are non-traditional. But the family iconography we see every day still doesn’t reflect this. To launch Volvo’s ultimate family car, the new V60, we wanted to represent families of all kinds. The Volvo Family Icons are a celebration of the broad spectrum of diverse families living in the UK today.”
Joint CCO: Vicki Maguire
Creative Director: Joseph Ernst
Senior Creative: Sam Haynes
Senior Creative: John Gibson
Agency producer: Georgia Totvanian
Creative producer: n/a
Planner: Charlie Brenninkmeijer
Media agency: Mindshare
Media planner: n/a
Production company: Town Productions
Director: Coral Brown
Editor: Michele Difrancesco
Producer: Rosa Junkovic
Designer: Ade Hopkins
DOP: Felix Schmilinski
Chief Client Officer: Jeremy Pyne
Business Director: Tim Rogowski
Account Director: Max Arkell
Account Manager: Georgie Bowie
Account Executive Zoe Coleman