jeremy lenz
creative & art direction

work   my first love   about

Volvo
Candanavia

Multi touch-point campaign. Havas Worldwide. Art Director. 2012 – 2014.
ECD: Jon Frier . Copywriter: Bill Shaefer

:60 second hero

Scandanavia had always seemed like a mythical and mysterious place. Home to dragons, vikings and the best heavy metal in the world. That was until I worked on Volvo. At the time Volvo’s branding was so tied to Scandanavia that it felt like I needed to take an immigration test before I was allowed to finish the first print ad. But it was during that research that we realized just how similar Canada and Sweden actually is. And that was that. Right? Candanavia. Right?

30 second feature spot. TV & online.

30 second XC60 spot. TV & online.

Nobody asked for this.

That sounded bad. But it’s not. We weren’t briefed on this campaign. Volvo to us was always just an adapt and shift client. Take the global TV spot and make it sound Canadian. But we felt pretty strongly about this idea. So we pitched it. We made Swedish meatball poutine, chased some Akvavit with some good Canadian beer and read them the Candanavia manifesto. Maybe it was the Akvavit talking, but they were into it. They just needed to see how we would bring it to life.

Honorary citizen of Candanavia.

I was truly lucky to have a partner that was as passionate as I was about this idea. Together we came up with the idea and developed the pitch we took all the way to Sweden to convince Volvo this is the right move for their Canadian marketing. From here I was involved in every piece of this campaign. For 2 years Candanavia was the face of Volvo in Canada. We were on TV, online video and radio, we updated our URL and revamped our website. We took over our social feeds and all our Canadian dealerships. We were in print, newspaper and at the auto show. And we were on the back of every Volvo with our official Candanavia bumper magnet.

 

Print ad examples.

 

Examples of dealership and autoshow signage.

Life360 “Parent Puberty”

Life360 “Parent Puberty”

Theraflu “Right to Recover”

Theraflu “Right to Recover”

FIGR “Go Sessions”

FIGR “Go Sessions”

Church’s Chicken “The Collection has Landed”

Church’s Chicken “The Collection has Landed”

Buckley’s “No Time for Sick”

Buckley’s “No Time for Sick”

Volvo “Candanavia”

Volvo “Candanavia”

McDonalds “Canadian Farmers”

McDonalds “Canadian Farmers”

Durex “Savvy Lovers”

Durex “Savvy Lovers”

jeremy lenz
creative & art direction

toronto canada  jeremy.lenz.ad@gmail.com