Volvo is launching its XC60 SUV, on which the future of the company, now owned by the Chinese, possibly depends.
And Swedish ideas factory Forsman & Bodenfors is on the case, associating the car with bleak but beautiful Scandiwegia in its ‘Made in Sweden’ series. This time through a tie-up with DJ/producer of the moment Avicii.
The story these days (we won’t say narrative) is all about making brands synonymous with things that we like or respect and F&B (which can also make a jolly good commercial when it puts its mind to it) appears to be mastering the art.
MAA creative scale: 7.