Music of the Mind tells the story of Rosemary Johnson a young, promising violinist in the Welsh National Orchestra, until a tragic accident robbed her of speech and movement; there was no way that Rosie would play the violin again. 29 years later, working with Professor Eduardo Miranda, Rosemary took to the stage and using her brain to choose and manipulate the notes to be played by a surrogate violinist, she was able to express herself through music once again. Her story of human passion combined with technological innovation is the exact reflection of Volvo’s human-centric core belief.
The first objective was to find the defiant pioneers that were not only interesting and doing innovative things in and of themselves, but also shared the same values and beliefs as Volvo. They would be the personifications of and mouthpieces for the brand. This kicked off months of research to find our defiant pioneers, the innovators who are building something that will change the way we think and live. Idents were launched as trailers for the documentaries that lived across all Sky and Volvo’s owned online channels & optimised across YouTube pre-rolls & social. The idents created the curiosity while the documentaries were our place to tell a longer story and communicate what makes Volvo different – our human centricity.