Volvo Film, Ambient Family Icons by Grey London

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Family Icons

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Industry Cars
Media Film, Ambient
Market United Kingdom
Agency Grey London
Creative Director Joseph Ernst
Creative John Gibson, Sam Haynes
Production Town Productions
Director Coral Brown
Released July 2018

Credits & Description

Alternative title: The New Family Model
Project name: Volvo Family Icons
Client: Volvo, Georgina Williams: Head of Marketing, Terissa Wingfield, Product Marketing Manager, Ben Foulds: Media Relations Manager
Joint CCO: Vicki Maguire
Creative Director: Joseph Ernst
Senior Creative: Sam Haynes
Senior Creative: John Gibson
Agency producer: Georgia Totvanian
Planner: Charlie Brenninkmeijer
Media agency: Mindshare
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
Published: June 2018
Volvo Car UK celebrates modern family diversity with eye-catching signage redesign at Westfield London as part of its launch for new V60 estate car.
Volvo Car UK redesigns traditional family parking space icons to celebrate the diversity of modern families
New signage trialled at Westfield London with icons featuring a range of family types
The trial marks the launch of the new Volvo V60, the contemporary iteration of its family estate car

To mark the launch of the new V60, the contemporary iteration of its premium mid-sized estate car, Volvo Car UK is celebrating the rich diversity of the modern family with new “family parking” signage designs.
The trial, conducted in partnership with Westfield London in Shepherds Bush where the new icons can be seen, aligns with the theme of Volvo’s TV advertising programme for the V60 – “The New Family Model”, which launches on 9 July. Over the years, the definition of family has evolved, hence the icons profile different examples of family within society, including same-sex couples, single parents and nuclear families.
Mike Johnstone, Marketing Strategy Director, Volvo Car UK, said: “The introduction of the new V60 gives us the ideal opportunity to celebrate the modern family in all its guises. As the contemporary iteration of our mid-size family estate, the V60 perfectly reflects our human-centric approach to car design which aims to make its owners’ lives easier and safer.”
Volvo estate cars have a worldwide reputation as definitive family transport, combining safety and reliability with versatile and ingenious designs that are both practical and appealing. Just as families have evolved over the years, the new V60 – which was revealed outside a family home in suburban Stockholm earlier this year – is packed with advanced new features and technologies that meet the evolving demands of modern family life.
These include multiple connectivity options for the family, including Apple CarPlay and Android Auto which mirror the user’s phone screen on the car’s nine-inch portrait touchscreen. In addition, a Wi-Fi hotspot means that the whole family can access content via their mobile devices. Meanwhile, Volvo’s semi-autonomous Pilot Assist system eases the demands of long motorway journeys and heavy traffic with automated braking, acceleration and steering support.
Environmental efficiency is also prioritised, with scheduled new electrified powertrain options for the V60, including T6 Twin Engine and T8 Twin Engine plug-in hybrid models. Not forgetting the essential practicality required for a family estate car, the V60 has the largest boot in its class, offering up to 529 litres even when all the seats are occupied.
Keeping families safe is a Volvo hallmark, and the new V60 features the latest iteration of the firm’s City Safety technology, which uses camera and radar scanning of the car’s surroundings to mitigate against collisions with other vehicles, pedestrians, cyclists and even large animals. This innovation supports progress towards Volvo’s vision that no one should be killed or seriously injured in a new Volvo car from 2020.