Volvo had earned deep respect through its 100 years of history — notably through industry-changing innovations in safety, durability and environmentally-sensitive design. They brought us in to add an emotional dimension to their brand. We chose to shine a light on authentic human interest stories to help Volvo connect with consumers’ hearts and minds. Over our 10-year partnership, there are many layers to executing the strategy, and many award-winning efforts. Two highlights of that strategy are 1) partnering with Alex’s lemonade stand, setting up stands at dealerships all across the U.S. to encourage the win/win of test drives and donations to help fight childhood cancer, and 2) creating the Volvo for life Awards, a first-of-its-kind CSR initiative and high-profile NYC event, all to celebrate ordinary people doing extraordinary things in their communities. We carefully recruited and activated powerful cause-related influencers of the time to help promote the program, including Eunice Kennedy Shriver, Paul Newman, Jane Goodall, Maya Lin, Richard Branson, Caroline Kennedy, Hank Aaron, Bill Bradley, Susan Sarandon and more.