Luxury is changing. For Volvo buyers, it’s shifted from an extravagant statement of wealth to a more conscious expression of intelligence – in the brand and product itself, and their own for choosing it. Modern luxury is having a brand that shares the same values as you. And in Volvo’s case, it’s striving for a sustainable future.

How can we use Volvo's radical and divergent style of thinking to showcase what they do. And who they are? And open a conversation to Volvo’s long-term commitment to ocean sustainability?

More than half of Sydney’s shoreline is artificial. Rich, vibrant habitats have been replaced with manmade seawalls and degraded by pollution. Over 50% of our native mangroves have been lost, and these mangroves play a large role in the health of the ocean by filtering particles and pollutants.

We can’t tear down seawalls. But we can we use Volvo's divergent thinking to attract marine life that filter and clean the water.

The Volvo Living Seawall - a series of tessellating marine grade tiles designed to mimic the root structure of native mangrove trees. Aiding biodiversity and attracting filter-feeding organisms that actually absorb and filter out pollutants to help keep the water ‘clean’.

For the next 20+ years, scientists will monitor the Living Seawall and use it as a tool for coastal research, local school education and to open a broader conversation on ocean sustainability.

Designed to mimic the root structure of native mangrove trees, the Living Seawall tiles add complexity to the existing seawall structure and provides a habitat for marine life. This aids biodiversity and attracts filter-feeding organisms that actually absorb and filter out pollutants – such as particulate matter and heavy metals – keeping the water ‘clean’. The more organisms we have, the cleaner the water.

Partnering with the Sydney Institute of Marine Science and Reef Design Lab the Volvo Living Seawall was launched at an event in Sydney Harbour, gaining PR coverage from the traditional media and a completely new audience with strong influence in design and sustainability.

This project has given Volvo a permanent, out-of-home placement in a landmark location, but importantly an opportunity to showcase its divergent approach and credentials as a contemporary premium brand for the next 20+ years.

Volvo is being talked about in a completely different way. Not only by traditional media, but also publications with strong influence in design and sustainability. The earned media coverage was over 86.4 million. On launch day the project was covered multiple times across over the main broadcasters reaching four million viewers - 16% of the Australian population.

The tiles will remain a landmark in Sydney Harbour for the next 20+ years creating a habitat for organisms that clean the ocean. While generating significant scientific research that will inspire how we can rethink damaging, albeit necessary, human-built infrastructure.

The campaign generated large spikes in intended consideration, playing a major part in driving interest in Volvo.

- 136% consideration uplift of those who recalled the creative

- Unique traffic to Volvo Australia’s website up 86% year-on-year

- Car configurator usage up 31% year-on-year

- Test drive requests up 10%