co2lourless drawings

Background

Volvo is on a mission to build only 100% electric cars by 2030 and to be fully climate neutral by 2040.

In Belgium, the company has said it wants to preserve the colours of the world for the next generation.

Idea

Children love colour. There is evidence of it in every child’s drawings. To encourage Belgians to make the switch to zeroemission electric cars, Volvo’s ‘C02lourless drawings’ were strategically placed on a 220m2 air-cleaning banner in the centre of Brussels. The new advertising banner from ClearChannel was made of innovative materials and functioned as a giant air filter in the heart of the city. The system did not claim to put an end to air pollution but was, nevertheless, a step in the right direction.

Results

The poster was on display throughout June and July.

Our Thoughts

The banner is made from a fabric named theBreath. Three layers combine to trap and disintegrate harmful particles, releasing fresh air back into the atmosphere and thus reducing pollution levels.

In many ways, the heroes of this campaign are the scientists at Anemotech, Italy, who invented the material but full credit to Volvo’s agency for seeing how it supports the brand message not simply to make motoring safer for Volvo drivers and their passengers but for everyone around them.

Now we need to see more brands appearing on this clever new material, not just car companies.