Working with legendary British athletes to bring Volvo UK's brand values to life
The challenge: Enliven Volvo UK's brand values
We wanted to echo and amplify this brand's worthy values by partnering with British Triathlon, Olympic and Paralympic athletes.
What we did: Authentic, emotive and inspiring storytelling
Working with Volvo UK to celebrate their ‘Active by Design’ campaign, we focused on telling real, authentic stories. We created a series of truly inspirational, emotive videos of the Volvo and British Triathlon ambassadors. Each piece told a different story, with Lauren Steadman highlighting the importance of looking after the waters of the world, John McAvoy demonstrating how sport has changed his life from prison to professional athlete, and a ‘Day in the life of the Brownlee Brothers’ as they work towards their continued pursuit of greatness.
We produced each film in partnership with Tinderflint, with photography by James Carnegie.
The 'Open Water' film with Lauren Steadman was awarded 'bronze' at the EVCOM Environmental Awards, June 2021. We're immensely proud to be part of the team that created such a moving film, and it's been brilliant to celebrate our joint success with Tinderflint and CAA.
“iCrossing really enhanced the storytelling and creative development of the 'Active by Design' campaign which was developed to announce the partnership between Volvo and British Triathlon (official vehicle partner). From initial concept to final film delivery, the team understood what Volvo wanted to achieve with this partnership and how to create an original story centred around our chosen ambassadors. Working collaboratively we produced a series of short videos featuring Olympic triathletes the Brownlee Brothers and Lauren Steadman, that truly showcase inspirational, emotive storytelling at its best.”