The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2017 One Show - Design

Highway Robbery

Agency Grey / New York + Townhouse / New York + 1stAveMachine / Brooklyn + Mindshare / New York

Client Volvo
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Annual ID

OS_DE17228M

About the Work

Volvo was launching its first ever plug-in hybrid in the US, the XC90 T8 that happens to also be the most powerful Volvo ever. This type of power from a plug-in hybrid is unusual in the automotive industry, but Volvo doesn’t follow convention and developed technology that delivers 400hp in a luxury SUV that has an eye toward doing right by the planet — performance with a conscience. Volvo found a way to capture and deliver power in an unexpected way, so we set out to create an experience that brought this idea to life that we knew would appeal to the tech obsessed audience we targeted. The project started with an on-the-ground activation that reached thousands of drivers on the California highway.