Volvo celebrates modern families with updated 'family parking' icons
Volvo has joined forces with Grey London to redesign the traditional family parking space icons.
Marking the launch of the Volvo V60 family estate car, the new signage looks to celebrate the diversity of modern families.
“According to the Office of National Statistics, 65% of UK families are non-traditional. But the family iconography we see every day still doesn’t reflect this,” explained Grey London creative director, Joseph Ernst.
“To launch Volvo’s ultimate family car, the new V60, we wanted to represent families of all kinds. The Volvo Family Icons are a celebration of the broad spectrum of diverse families living in the UK today.”
Conducted in partnership with Westfield London in Shepherds Bush, where the new icons can be seen, the signs go on show to coincide with this weekend’s Pride In London celebrations.
See more about the campaign in the Creative Works box below.
Grey London: Volvo ‘Volvo Family Icons’
The signs go on show to time with Pride London, this weekend.
Joseph Ernst, Creative Director at Grey London, said: “According to the Office of National Statistics, 65% of UK families are non-traditional. But the family iconography we see every day still doesn’t reflect this. To launch Volvo’s ultimate family car, the new V60, we wanted to represent families of all kinds. The Volvo Family Icons are a celebration of the broad spectrum of diverse families living in the UK today.”
Creative Director: Joseph Ernst
Senior Creative: Sam Haynes
Senior Creative: John Gibson
Agency producer: Georgia Totvanian
Creative producer: n/a
Planner: Charlie Brenninkmeijer
Media agency: Mindshare
Media planner: n/a
Production company: Town Productions
Director: Coral Brown
Editor: Michele Difrancesco
Producer: Rosa Junkovic
Designer: Ade Hopkins
DOP: Felix Schmilinski
Post-production: Greyworks
Chief Client Officer: Jeremy Pyne
Business Director: Tim Rogowski
Account Director: Max Arkell
Account Manager: Georgie Bowie
Account Executive Zoe Coleman
Source: Marketing