While new EV players flooded Brazil with tech-spec noise, Volvo cut through by reengaging people with its ultimate heritage: safety. The idea was a celebration of a milestone no competitor could touch: the work anniversary of Liam, an actual Volvo crash test dummy who survived more than 40 years of brutal impacts and stayed in one piece. The main point? In this line of work, a career that long is only possible if you spend it inside a Volvo. Like in any work anniversary, we honored Liam on LinkedIn, treating him like a real colleague. With actual employees endorsing his career, our dummy became a global icon, bringing safety back to the spotlight.

Famously Effective

Volvo’s safety equity was being sidelined as a flood of new EVs entered the Brazilian market, focusing solely on tech-specs and battery life. To drive sales and brand growth, we needed to deposition the newcomers and make premium buyers re-engage with safety.

The insight lay in Liam, one of Volvo’s oldest crash test dummies. His unparalleled longevity is living proof that only at Volvo could a dummy take thousands of hits for more than 40 years and still survive in one piece. By treating Liam’s milestone like a work anniversary, we launched a celebration that met our affluent target where they live: LinkedIn. The campaign brought safety back to the spotlight, driving the brand's highest engagement of all time on the platform, and successfully transforming a legacy narrative into long-term commercial growth.