Volvo is a prestigious automobile brand. We wanted to make it more accessible, so we decided to import the Volvo S60 and market it at an attractive price level that would draw the attention of young executives who could only afford less prestigious cars until now. Our goal was to bring the cars closer to young audiences, while retaining the premium tone of the brand. This led us to the creative concept of ‘It will take you time to realise it's really yours’ – it's hard to believe you can afford a Volvo so early in life.