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About the Work
Objective
With the start of the Volvo Ocean Race 2008-2009, Volvo gives us a seemingly impossible task: get the special edition cars in front of people who are not exclusively interested in sailing sports, yet still show the race and utilize its branding values.
Concept
In RUSH, you meet four members of a life rescue crew, who rush out to assist an Ocean Race boat at sea. They have four minutes to reach the lifeboat, driving in their Volvo Ocean Race Edition vehicles. Things go wrong and you need to help them out. From a split-screen overview showing each crewmember's narrative, you can zoom in on any of the four members, controlling the narrative to try to make the team work. In these four to five minutes of adventure, you see twenty minutes worth of film and sound. You choose between alternative pathways that change the crew's communication and actions.
Promotional Plan
A film-like trailer is seeded into car-, sailing-, gaming-, and film communities. Dealer showrooms and the Volvo showroom in the Ocean Race villages display RUSH posters and feature terminals where visitors can play the adventure next to the cars. Volvo's own media (VolvoCars.com and VolvoOceanRace.org) carried banner and editorial advertising.
The widget itself focuses only on the race, but the URL leads the user to the campaign website that has an interactive adventure starring the Volvo Ocean Race Edition Vehicles. The application shows the real-time status of the race, using the GPS data coming directly from the boats and feeding that onto a world map.
With the start of the Volvo Ocean Race 2008-2009, Volvo gives us a seemingly impossible task: get the special edition cars in front of people who are not exclusively interested in sailing sports, yet still show the race and utilize its branding values.
Concept
In RUSH, you meet four members of a life rescue crew, who rush out to assist an Ocean Race boat at sea. They have four minutes to reach the lifeboat, driving in their Volvo Ocean Race Edition vehicles. Things go wrong and you need to help them out. From a split-screen overview showing each crewmember's narrative, you can zoom in on any of the four members, controlling the narrative to try to make the team work. In these four to five minutes of adventure, you see twenty minutes worth of film and sound. You choose between alternative pathways that change the crew's communication and actions.
Promotional Plan
A film-like trailer is seeded into car-, sailing-, gaming-, and film communities. Dealer showrooms and the Volvo showroom in the Ocean Race villages display RUSH posters and feature terminals where visitors can play the adventure next to the cars. Volvo's own media (VolvoCars.com and VolvoOceanRace.org) carried banner and editorial advertising.
The widget itself focuses only on the race, but the URL leads the user to the campaign website that has an interactive adventure starring the Volvo Ocean Race Edition Vehicles. The application shows the real-time status of the race, using the GPS data coming directly from the boats and feeding that onto a world map.
2009 Awards
Total Points: 5
Merit
Credits
Agency
Euro RSCG 4D Amsterdam
Production Company
Annex Films UK
Film Production
LBi Gothenburg
Web Production
Art Director
Martijn Sengers
Creative Director
Bram de Rooij
Martijn Sengers
Designer
Antonio Costa
Writer
Bram de Rooij
Agency Producer
Nicole Siers
Content Strategist
Sicco Beerda
David Feenstra
Music / Sound
Blase Music
USP Content
Sound Effects
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