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.
Category
Online Films & Video / Long Form - Single
Annual ID
OS_FI21_087M
About the Work
In the trucking industry, releasing one truck is a huge project. But releasing four at the same time is almost unheard of. To demonstrate the power and strength of Volvo’s four new vehicles, we decided to go big. Really big. So we created a colossal 15-metre, 58-tonne truck tower, stacking the trucks on top of each other. On top of it all, we put Roger Alm, President of Volvo Trucks. It was all made possible thanks to the new bogie that can carry up to 38 tonnes.
To build buzz and curiosity, we started by releasing cryptic teasers with the message that ”Something big is coming”. And when we had people’s interest, one day before the launch, we released a spectacular film that displayed the tower in all its glory. Viewers were then directed to a 3-minute documentary that described the construction of the tower and how it was made possible thanks to the 38-tonne bogie.
Creatively, it was important to not to hold back and to embrace the ridiculousness of the idea. In the beginning, we wanted to make the viewer wonder what was going on. That's why we went for an abstract and mysterious tone that felt like a dark Wagner opera mixed with a John Carpenter or David Lynch movie. But it was also important to have a humorous twist. After the CEO on top is revealed, it tips over to the absurd and leaves the viewer with a smile. And behind the craziness, we see that it was all done to show the strength and power of the new trucks. It was directed by Andreas Nilsson and shot by Emmy Award winning cinematographer Jakob Ihre.
To build buzz and curiosity, we started by releasing cryptic teasers with the message that ”Something big is coming”. And when we had people’s interest, one day before the launch, we released a spectacular film that displayed the tower in all its glory. Viewers were then directed to a 3-minute documentary that described the construction of the tower and how it was made possible thanks to the 38-tonne bogie.
Creatively, it was important to not to hold back and to embrace the ridiculousness of the idea. In the beginning, we wanted to make the viewer wonder what was going on. That's why we went for an abstract and mysterious tone that felt like a dark Wagner opera mixed with a John Carpenter or David Lynch movie. But it was also important to have a humorous twist. After the CEO on top is revealed, it tips over to the absurd and leaves the viewer with a smile. And behind the craziness, we see that it was all done to show the strength and power of the new trucks. It was directed by Andreas Nilsson and shot by Emmy Award winning cinematographer Jakob Ihre.
2021 Awards
Total Points: 3
Merit
Credits
Agency
Forsman & Bodenfors / Göteborg
Media Agency
The Media Kitchen / Stockholm
Verizon / Copenhagen
Production Company
Bacon / Copenhagen
Art Director
Josefin Roxeheim
Mattias Berg
Designer
Jerry Wass
Director
Andreas Nilsson
Director of Photography
Jakob Ihre
Producer
Kalle Wettre
Product Manager
Britta Nilsson
Writer
Hampus Elfström
Olle Langseth
Agency Producer
Lena Sellman
Digital Strategist
Peter Gaudiano
Account Director
Ann Spennare Bengtsson
Cilla Pegelow
Media Strategist
Sara Björnung
Planner
Daniel Sjöstrand
PR Strategist
Bjarne Darwall
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