At this point Volvo is practically synonymous with safety, which makes it a perfect family car especially for young parents. To officially launch the brand in the Armenian market, we discarded the traditional approach and instead asked a talented group of pre-teens to help us develop campaign visuals. We invited them to the largest theme park in the region and introduced Volvo’s flagship model, the XC90. They had all the fun in the world while testing the car’s coolest features, and shared their ‘professional opinion’ on Volvo as a brand. Once ready, our little experts unleashed their imagination and drew the XC90 as their own family car. These drawings eventually became the official teasing campaign for Volvo’s new pop-up store and ended up on the city’s largest billboards.