Volvo | Racing the Sun

Cannes Lions Digital Craft Shortlist • Digiday Video Awards • One Show Merit Award • OMMA Awards

In August 2017, 215 million Americans put aside their differences to watch the first total solar eclipse to cross the entire US in 100 years. And Volvo’s innovative XC60 SUV was at the center of it all. 

Case study:

A 360º 4K VR experience that delivered the highest-quality viewpoint on the planet.

Appealing to people who would want a more innovative SUV, we helped Volvo create the most advanced live stream of the eclipse – transporting anyone, anywhere, to the path of totality. 

See the 360º 4K VR experience in action:

Four experts provided perspective on why we’re mesmerized by eclipses.

An astronaut, explorer, Egyptologist, and sci-fi author offered commentary and context from four locations across the US. They arrived in new XC60s, the first to drive on American roads, each equipped with a 360º 4K camera.

Volvo x CNN

Reaching the widest audience possible, we partnered with CNN to present Racing the Sun live on CNN, and CNN's app.

We delivered the best views from the beginning of the eclipse to the end – and guaranteed anyone searching for how to stream the eclipse would land on Volvo.  

Social Posts

We compared our 4K VR technology to how people watched the last total solar eclipse in 1979.

Dealer Activation

Getting more people into dealerships and behind the wheel, we gave away customized VR viewers to anyone who test drove the new XC60.


• Cannes Lions – Digital Craft Shortlist
• Digiday Video Awards – Best Brand Video Destination 
• Digiday Video Awards – Best Multiplatform Video Campaign
• One Show – Merit Award
• OMMA Awards – Automotive Campaign 
• OMMA Awards – Virtual Reality/Augmented Reality
• MMA SMARTIES Award – Gold

Agency: Grey
Role: Creative Director/Copywriter
ECD: Matt O'Rourke
AD/ACD/Partner: Neil MacLean
Copywriter: Kelsey Fritz
Art Director: Haley Buchner
Agency Partner: CNN & Courageous Studios