Volvo gives its essence a brand-new melody
Volvo Cars and Swedish artist and producer Avicii have announced a creative cooperation to celebrate their Swedish roots with a new recording and music video, which was released on May 8.
The collaboration formed the basis of a global brand campaign entitled “A New Beginning”.
The Stockholm-born producer and artist Avicii, 26, has made a huge impact on the world of music in recent years, and is renowned for being one of the world’s top DJs, remixers and record producers. With a shared Swedish heritage, Volvo Cars and Avicii are now both entering a new phase in their existence.
The song chosen for the collaboration, “Feeling Good”, a classic track recorded by Nina Simone 50 years ago, has been given new life with Avicii’s production. He has added new vocals, infectious beats and the catchy melodic treatment that has thrilled millions of jubilant fans at festivals and clubs around the world.
The beautifully shot video was filmed in Stockholm and locations personal to Avicii such as Osterlen in Sweden, where he and his family spent their summer vacations. He and his team had full creative sign off on the final video and created and approved the storyline together with Volvo.
“As we embark on the most exciting product-launch plan in the history of our company, we thought this is the perfect moment to launch a brand campaign focusing on the essence and uniqueness of the brand. This initiative forms part of our new Volvo Way marketing strategy which we announced recently. This is why the campaign is called ‘A New Beginning’. It’s about celebrating who we are and who we aspire to be. It’s about people making the most of their lives,” added Alain Visser of Volvo.
