Background

Volvo is committed to building a sustainable future. By the end of 2019, Volvo Cars will remove single-use plastics from all its offices, canteens and global events. Their commitment to electrification sees a goal of putting 1 million electric cars on the road by 2025. As a founding member of the UN Global Compact and an active supporter of the UN Environment’s Clean Seas campaign, Volvo’s also has a 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 these seawalls, but how can we use divergent thinking and design to attract marine life that filter and clean the water?

Describe the creative idea (40% of vote)

The Living Seawall. A series of tessellating marine grade tiles designed to mimic the root structure of native mangrove trees. By adding complexity to an existing seawall, the Volvo Living Seawall turns a harmful, man-made structure into a viable marine habitat. 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. For the next 20+ years, scientists at the Sydney Institute of Marine Science will monitor the Volvo Living Seawall and use it as a tool for coastal research, local school education and to open a broader conversation on ocean sustainability.

Describe the execution (40% of vote)

Designed to mimic the root structure of native mangrove trees, the Living Seawall adds 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. Redefining outdoor advertising. The project gave Volvo a permanent, out-of-home placement in a landmark location, but importantly gave an opportunity to showcase its divergent approach and credentials as a contemporary premium brand.

List the results (20% of vote)

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. In July 2019 the Sydney Institute of Marine Science observed an incredible 55 Species living in and around the seawall tiles. Among the snails, limpets and small crustaceans was a new colony of black mussels. 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. 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%