Volvo Trucks' 'Epic Split' Wins Again; Takes Home Creative Effectiveness Grand Prix
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Volvo Trucks’ “Live Test Series” campaign by Forsman & Bodenfors was named the Creative Effectiveness Grand Prix winner at the Cannes Lions International Festival of Creativity today.
WHAT IT IS: A multipart video series intended to “show how various technical features in our trucks are tested in a spectacular and entertaining way,” per the Live Tests section on Volvo Trucks’ YouTube channel. The final video in the series famously features Jean-Claude Van Damme executing “the most epic of splits” (in his words, via voiceover) while riding two Volvo Trucks driving smoothly in reverse. “Epic Split” has become shorthand for the entire campaign, which took home Grand Prix in Cyber and Film last year.
WHY IT WON (THIS YEAR): Creative Effectiveness Lions honor work “that has produced a measurable and proven impact on a client’s business — creativity that affects consumer behaviour, brand equity, sales, and where identifiable, profit,” according to the official category description. Previously shortlisted or awarded campaigns from the past three years were eligible.
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