With flat sales, no on-air presence, and a 1% market share, we had to get people into Volvo dealerships. Separately, Volvo partnered with a blockbuster pirate movie, set during a time when Volvo’s product —cars— didn't exist. Task: with money inadequate either to broadcast a retail campaign or to advertise the movie partnership, do both.

Solution: everyone wants his booty kept safe, so we created and buried a custom Pirates of the Caribbean XC90 Volvo, and provided treasure maps to it available only at dealerships. "The Hunt" was promoted through television, print, POP, PR, and online advertising.“The Hunt” continued online, where people deciphered increasingly difficult clues, competed, and followed the unfolding, month-long drama. 7 finalists from the online game were flown to an island, where they hunted for the car; their exploits were filmed and broadcast online in three webisodes