I’ve always really loved campaigns where you go, “OK, that’s our idea - now how do we make it work across different channels?” In this case, after learning that Volvo’s Winter Tyres could stop a car an extra 11 metres sooner than their normal tyres, we encapsulated that thought in the line “When everything else slips, you won’t.” We then took that simple idea and brought it to life across an integrated campaign, including radio, press, email & point of sale. It went on to win an MCCA Best Award for Best Direct Marketing Campaign.