The Tailor-Made Safety Jacket
Volvo Car Belux
Issue 46 | April 2018
Agency
FamousGrey
Creative Team
Executive CD: Katrien Bottez CD: Ad van Ongeval, Jeremie Goldwasser Creative Team: Tom Jacobs, Charles-Elie Chauvaux Copywriter: Tom Jacobs
Production Team
Webmaster: Benjamin Van Maldergem Design: Aldjia Bessalah Print Producer: Marja Donkers RTV Producer: Loes Fierens Production Director: Emily Rammant Production: FamousGrey Productions Producer: Frederik Zaman Director: Khaël Touag DOP: Piet Deyaert Sound: Eli Sundermann Editing & Grading: Sven Vanhee, Jasper De Ryck Logo Design: Aldjia Bessalah Bespoke Tailor: Aravinda Rodenburg
Other Credits
Client Contacts: Balder D’Hondt, Lolita Swanet, Franne Nagels, Manuel De Bolle Project Manager: Thomas Vuerinckx, Cato Samyn Digital Project Manager: Michael Gannouni Brand Leader: Kris Vanderhulst Business Director: Carola Michiels Strategic Planner: Coppelia de crane d’heysselaer, Sven Houben PR Manager: Sophie Engels
Date
December 2017
Background
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.
Safety, redesigned
Idea
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.
Tailor-made luxury
But it 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.