Volvo was looking to increase its presence on the West Coast at a time when California was dealing with one of its worst droughts in history. #DrivingDirty was a social media movement we started in response that encouraged LA to stop washing and start wearing the dirt on their cars as a badge of honor.
At Volvo, we’ve always stood for what matters to people. Saving water matters to us all. So whether you drive a Volvo or not, please help conserve water. Turn your dirty car into a badge of honor by writing #DRIVINGDIRTY on it nice and big. Then post it online to get your friends and family involved too.
We also know sometimes you just have to wash your car – like for dates and job interviews. So we introduced Consciously Clean: a waterless carwash solution that makes it easy to keep your car clean and your conscious cleaner.
Role: Art Direction, Design
Agency: Grey