Volvo S60: Blind Preview
- il y a 15 ans
Objective
Our challenge was to create buzz about the all-new Volvo S60 up until its official release in early 2010; yet we had to do so without showing actual images of the car as its design needs to be kept secret.
Strategy
Show the car to a unique person who serves as a medium to the public and make this event worth speaking about.
Concept
Images of the entirely reinvented Volvo S60 need to remain secret until its launch, so we came up with an abstract way to provide the public with a vision of the car. Esref Armagnan, a Turkish painter who was born blind, taught himself to draw in perspective. We invited him to experience the S60 by touch and then recreate what he felt on canvas. Over seven days, he reproduces his interpretation of the S60 to show the public what they cannot see. A five-minute documentary narrates this fascinating creative journey at the Volvo Design Centre in Gothenburg.
Our challenge was to create buzz about the all-new Volvo S60 up until its official release in early 2010; yet we had to do so without showing actual images of the car as its design needs to be kept secret.
Strategy
Show the car to a unique person who serves as a medium to the public and make this event worth speaking about.
Concept
Images of the entirely reinvented Volvo S60 need to remain secret until its launch, so we came up with an abstract way to provide the public with a vision of the car. Esref Armagnan, a Turkish painter who was born blind, taught himself to draw in perspective. We invited him to experience the S60 by touch and then recreate what he felt on canvas. Over seven days, he reproduces his interpretation of the S60 to show the public what they cannot see. A five-minute documentary narrates this fascinating creative journey at the Volvo Design Centre in Gothenburg.