The Brief

Before the launch of the new S60 model, Volvo wanted to create buzz around the car without showing it to the public yet. What if we showed the car to a single person – who could not see the car either, but would be able to visualize it and share his view with the public?

Enter Esref Armagan, a Turkish artist who was born blind but taught himself to draw and paint in perspective. He was flown to the secretive Volvo Headquarters in Gothenburg to feel the car with his hands and make a painting of it.

Volvo fans on Facebook could request Esref to make drawings of specific car parts, resulting in 7 videos of him drawing them. Esref’s painting would be sold on eBay with proceeds going to the World Blind Union.

A short trailer attracted thousands of viewers and new fans to the Volvo Fan Page on Facebook, discussions were started and the interest only grew when the final documentary was published online.

Delivered

This project was delivered while at Euro RSCG 4D Amsterdam (Havas Worldwide).
Concept, Art Direction and Design.

Awards

Grand Prix – Golden Drum Awards
Silver – Interactive category at Epica Awards
Bronze – TV & Cinema (internet film) at Eurobest
Best Online video – IAC
Bronze – Online branding content (Art Directors Club)
Finalist – Online branding at Andy awards
Gold – Online advertising at New York Festival
Gold – Creative use of media for Golden Awards of Montreux
Merit – Online branded video for One Show Interactive