2026 Winner

In 1959, Volvo introduced the three-point safety belt and made the patent freely available, allowing the innovation to become standard across the industry. Decades later, that decision still lives inside vehicles far beyond the brand itself. “Volvo in Every Vehicle” brought that fact into focus. The campaign photographed cars from the ’70s, ’80s and ’90s across different manufacturers, focusing on the one detail they all share: the three-point seatbelt. By isolating it within each vehicle, the work reframed a familiar feature as evidence of Volvo’s impact. The images were placed near competing dealerships, where the context made the point without explanation. Regardless of badge or era, if the seatbelt is there, so is Volvo.

Credits

“VOLVO IN EVERY VEHICLE”

COMPANY CREDITS
Agency: GREY Canada
Media Partner: Pattison Outdoor
Client: Volvo Canada

INDIVIDUAL CREDITS Executive Creative Director:?Fernando Hernandez
Creative Director (Copywriter):?Jamie Spears
Art Director: William Niño
Copywriter: Bethany Garrad
Senior Graphic Designer: Kelley DiFiore
EVP Managing Director: Karen Lee
SVP Head of Planning: Ian Westworth
SVP Accounts: Steve Groh Account Director: Emily Turner
Senior Account Executive: Sydney Scicluna
Director of Production: Deena Archibald
Director, Marketing & Corporate Communications: Aleiza Alerta
Retail Marketing Manager: Harjot Tatla