Volvo's 'New Family Model' is made for the modern family, so the auto brand re-designed the traditional family parking icons to be more reflective of contemporary values.
This diversified campaign aimed to celebrate what a modern family really looks like by spotlighting same-sex couples and single parents.The Office of National Statistics suggested that 65% of families in the United Kingdom consider themselves to be non-traditional and Volvo's advertising surrounding its New Family Model actively celebrates that.
The family parking icons appeared in Westfield London shopping center and were pained to coincide with London's pride weekend celebrations. According to Volvo, "Families have evolved into all different shapes and sizes, and we’re evolving with that with this latest iteration of the V60."
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