Volvo launches stylish alternative to the ugly safety jacket
Friday, November 17, 2017 —
Everything about the new Volvo S90 breathes design. Except for the standard fluo safety jacket; that ugly thing we all have in the boot of our car. Which is why Volvo and its Belgian agency, FamousGrey set about redesigning the well-known safety jacket and turning it into something stylish. All while living up to the S90’s high standards; fusing both luxury and safety in one stylish package.
FamousGrey called on Aravinda Rodenburg to get the job done. Aravinda is one of only four Belgian bespoke tailors. His brief: design a fluorescent jacket worthy of the Volvo S90 while complying with European safety clothing design standards. The jacket was therefore created from the same materials as its conventional counterpart: namely fluorescent yellow fabric and reflective gray stripes. Aravinda Rodenburg, however, opted for the cut of a traditional 3-piece suit waistcoat. While buffalo horn buttons add a final touch of refinement.
The result: a top-of-the-range safety jacket, the only one of its kind in the world.
But we didn't stop there. The ultimate in luxury should always come made-to-measure. Which is why each new Volvo S90 owner receives a guide on how to have their jacket professionally tailored. Those who wish can also visit the tailor in order to be measured.
In communicating this campaign, FamousGrey produced a one-minute commercial for broadcast on social networks. The ad recounts the making of the fluorescent jacket by Aravinda Rodenburg. A direct mailer was also sent to a selection of potential customers.
With this idea, FamousGrey not only executed a classic advertising campaign for the Volvo S90 but also helped Volvo perfect their product.