Volvo is celebrating 65 years of automotive safety innovation with a powerful new campaign titled "Volvo in Every Vehicle," developed in partnership with Grey Canada. This national campaign honors the Swedish automaker's unwavering commitment to safety, reminding Canadians that Volvo’s life-saving impact extends far beyond its own brand.
Central to the campaign is the story of the three-point seatbelt—an invention pioneered by Volvo in 1959 and made freely available to all car manufacturers. By releasing the patent, Volvo prioritized human lives over corporate profits, setting a benchmark in social responsibility that still resonates today.
“Volvo’s commitment to safety has always been at the heart of who we are as a brand,” said Harjot Tatla, retailer marketing manager at Volvo Cars Canada. “This campaign takes that commitment and makes it deeply personal. We believe in making the invisible visible, and in this work, we’ve found a striking way to remind people just how powerful a simple act like buckling up can be.”
The "Volvo in Every Vehicle" campaign features striking visual storytelling, blending personal narratives with Volvo’s historic contributions to public safety. The campaign aims to evoke both pride and reflection—reminding people that whether they drive a Volvo or not, their safety has likely been influenced by the brand’s groundbreaking innovation.
Fernando Hernández, chief creative officer at Grey Canada, explained, “We wanted to honor Volvo’s legacy by not only telling the story behind a groundbreaking invention, but also by showing the countless lives it has saved over the decades. And to remind people that even if you don’t drive a Volvo, there’s a good chance a part of it protects you in your own car today. That’s the power of sharing safety with the world.”
As road safety continues to be a critical issue worldwide, Volvo’s new campaign positions the brand as a global safety leader—not only through its vehicles but through its philosophy of sharing knowledge for the greater good.
