The E.V.A. Initiative
1959 年 8 月 13 日,世界上第一辆装备有三点式安全带的汽车——沃尔沃 PV544 交付使用。在之后的 50 年里,由沃尔沃发明的三点式安全带挽救了超过一百万人的生命。沃尔沃也是世界上第一个把三点式安全带纳入标准配置的汽车制造商。沃尔沃无私地将这项技术无偿开放,任何汽车制造商都可以免费采用这项设计。直至今天,三点式安全带仍然是汽车中最重要的独立安全装置。
在安全带专利公布60周年之际,沃尔沃公司提出了E.V.A计划,全部无偿分享其自1970年以来收集的所有关于汽车交通事故的数据,对包括竞争对手在内的所有汽车制造商和公众公开其研究数据,供汽车行业使用,将人类安全置于最高地位。“60年前,我们放弃了三点式安全带;以人为本,利润第二,”沃尔沃汽车公司营销主管Andreas Malm总结道。“过EVA计划提供我们的研究,我们希望它能帮助更多的汽车制造商生产出对每个人都安全的汽车。就像安全带一样。”
瑞典创意机构Forsman&Bodenfors艺术总监Sophia Lindholm说:“女性更容易在车祸中受伤。在很大程度上是因为在汽车碰撞测试中采用的道具是男性身体的标准。因此,大多数汽车只是对男性更安全。”但是这样的事情在沃尔沃汽车不会发生,因为沃尔沃有最全面的测试数据。
沃尔沃面向全人类开放研究数据,提供无偿下载使用。https://group.volvocars.com/company/safety-vision/research
E.V.A计划通过网络视频广告、户外广告以及杂志广告投放。
The E.V.A. Initiative Campaign
Idea Creation:FORSMAN & BODENFORS Gothenburg, SWEDEN
Production:NEW LAND Stockholm, SWEDEN
Media Placement:MINDSHARE Gothenburg, SWEDEN
Additional Company:GOODBYE KANSAS STUDIOS Stockholm, SWEDEN,FRAMESTORE London, UNITED KINGDOM,F&B INHOUSE Gothenburg, SWEDEN,FACTORY London, UNITED KINGDOM,SUPERSTUDIO Stockholm, SWEDEN
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