Volvo has joined forces with Urban Media and Clear Channel in an innovative communication campaign to improve the urban environment.

The future is in colour

Volvo has decided to invest in the future - a future that will be electric and in the colours so dear to children. With a series of black and white children’s drawings, Volvo and FamousGrey want to remind us of the importance of protecting these colours and switching to zero-emission electric driving. The 'zero emission drawings' have been strategically placed on a giant 220m² tarpaulin in Brussels (rue Belliard). The tarpaulin is equipped with theBreath®, the revolutionary technological innovation for the environment designed to purify the air, proposed by Urban Media and Clear Channel. It supports Volvo's mission to build only 100% electric cars by 2030 and to be completely carbon neutral by 2040.

The effect of theBreath®

More than traditional advertising, theBreath® significantly improves air quality. The density of buildings in city centres creates an 'urban canyon' effect, defined as the space overhanging the streets between these buildings. All kinds of pollutants emitted by these buildings and car traffic are concentrated in this 'urban canyon'. Made from an innovative material, theBreath® functions like a giant air filter in the heart of the city. This system does not claim to put an end to pollution but acts in support of the environmental problem.

The campaign is reinforced by visibility on 36m² billboards in urban centres and major Belgian cities. The campaign can be seen until 26 July and is the result of collaboration between Volvo, Mindshare, FamousGrey Kinetic, Urban Media and Clear Channel.