OK. Ancient history now. While this might be a simple direct mail pack, to me it’s a perfect example of how, with a bit of digging, you can unearth an insight that can completely reframe an idea and make people think differently about a product. In this case, Volvo wanted to demonstrate why their cars were the safest bar none for families, at a time when all their competitors were saying exactly the same. A conversation with one of Volvo's engineers revealed the insight we needed: they used a computer-generated ‘pregnant’ crash test dummy (called Linda) to help them reduce the risk of injury for expectant Mums and their unborn babies. So while Volvo's competitors talked about protecting your new baby, we were able to move the goalposts to demonstrate we could keep them safe even before they were born.The campaign went viral (in the days before things went viral) and went on to win the Grand Prix at The Cream Awards, Best Direct Marketing Campaign at the MAA Best Awards, a Campaign Direct Award and a Gold DMA ECHO Award to name but a few.