Telling the world that Volvo’s new features are a terrible idea.

Today, it’s hard to imagine a car without a seatbelt. But after Volvo first introduced it in 1959, it received heavy criticism. Some even called it a violation of human rights. As Volvo was about to announce two new safety features in 2020, speed cap and driver-facing cameras, we realized that the reactions were almost identical. We decided to remind people that ideas that change the world are often the most controversial.

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D&AD Wood Pencil / The Independent / Adweek / Clio / Financial Express / Ad Age

Agency: Forsman & Bodenfors