A significant number of campaigns, activations and ads were produced during 2016. Truth to be told, it seems like the amount of them doubles on yearly basis, but I presume that is expected.
“Top charts” of best campaigns are pretty much the same, with small variations. The prizes mostly go to the campaigns which have reached the largest number of people and have created a buzz.
My attention, trough 2015 and ending.
Why this campaign worked and what draw my attention?
– The heritage of Zlatan Ibrahimović’s was used to the max. By signing famous athletes, brand often not using the story behind the athlete (growing up, past, road to success etc)
– Fully used momentum of Zlatan waving goodbye to Sweden national team. The moment was more popular than the very competition where his retirement has happened.
– Understand even they were touched.
– Narrative. It was a well-known fact that Zlatan was talented for number of things other than football. These short movies used his charisma, persona and dramatic pauses. Music matched this perfectly so the result was an excellent short story.
– What’s in it for Volvo? When you work with someone so long, then you do not need a car driving up and Zlatan share the same core values, Made by Sweden. Country that has officially being declared as the happiest country in the world.
– The budget, energy, focus and momentum were used to the max for creating the content that marked 2016- video.
– Unclearness. The bad side of majority of campaigns is that they are somehow vague. These two movies are everything but vague. One does not need to be a football fan or Zlatan’s fan to understand the message.
– Storytelling. Apart from “content” the most used word in 2016. I am thankful to Volvo, because now I need only a couple of minutes to explain what storytelling is, without never-ending argues, discussions, presentations, etc.
All of this was not a result of simple twist of faith. Do not tell me that it was a plain sailing for Volvo, just because they had Zlatan. Couple of years ago Volvo has resurrected Jean Claude Van Damme in “Epic Split” commercial, which resulted in that year’s best campaign. Volvo apparently knows how to work with current celebrities but also with somewhat forgotten celebs.