Webby Award Winner Auto: Volvo C30 - A Product of Free Will

How to challenge a younger market preconception that Volvos are "that boxy car your Dad drives"?

Using the tagline A Product of Free Will as inspiration, three distinct website phases centred on a highly interactive box (the ultimate product). By peeking inside, spinning it around & even flattening it completely, visitors discovered this was no boring Volvo box.

Initially teasing with peephole previews, Phase 2 popped the lid for the Paris Motor Show launch. Visitors could even unfold their own personalised C30. Lastly, celebrating its arrival in showrooms, the C30 burst out of the box, revealing games, gadgets and mobile downloads. And, by rating all 16 eye-popping TV commercials, each visitor freely answered the question: "What do you think?"
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