Highway robbery

Highway robbery

California – A roadside installation by Volvo used power generated by passing traffic to charge its latest hybrid vehicle.

Article/19266 #1
Highway Robbery campaign for the Volvo XC90 T8 created by Grey New York, California

California – A roadside installation by Volvo used power generated by passing traffic to charge its latest hybrid vehicle.

  • Volvo is using its installation to place its hybrid vehicles into a wider conversation about the environment
  • A digital sign thanked each passing vehicle for its contribution with a personalised message

To promote the launch of its new hybrid XC90 T8 truck, Volvo installed a special energy-capturing surface on a stretch of Californian highway that charged the vehicle.

The car brand worked with ad agency Grey New York to create the installation, which featured a peristaltic pump placed over the highway that generated electricity whenever cars passed over it. This was used to power an adjacent charging station attached to the XC90 T8 truck. Sensors connected to a digital display analysed the colour and model of each passing vehicle and thanked them for their energy contribution with a personalised message.

‘Highway Robbery is yet another way we are able to showcase our thinking, not just about our cars, but how they can affect the world around them. We are posing big questions as we seek out new, fresh ways about how and where we can enable the future of driving,’ said John Militello, director of marketing at Volvo Car USA.

The Big Picture

Consumers are more conscious than ever about the ecological implications of their brand choices. Volvo has taken a Whole-system Thinking approach to the marketing of its latest vehicle to show the public that they are one of the good guys. 

Discover More News
How luxury brands went beyond metaverse hype with immersive tech

News

How luxury brands went beyond metaverse hype with immersive tech

From Balenciaga to L’Oréal, luxury brands are turning to immersive technologies to prototype shows, reimagine retail and bring storytelling to life...
Luxury : Technology : Design
Camper and Issey Miyake fuse sculptural design with everyday wear

News

Camper and Issey Miyake fuse sculptural design with everyday wear

Spanish footwear brand Camper has partnered with Japanese fashion house Issey Miyake to launch Peu Form, a sculptural reinterpretation of the class...
Fashion : Retail : Luxury
Coca-Cola launches Real Thing Records with identity-led design

News

Coca-Cola launches Real Thing Records with identity-led design

Coca-Cola has entered the music scene with the launch of Real Thing Records, a label created in collaboration with Universal Music Group and brough...
Pop Culture & Media : Food & Drink : Music
Stat: Americans are prioritising inner health over looks

News

Stat: Americans are prioritising inner health over looks

According to a July 2025 study by supplements and vitamins specialist Metagenics, 77% of Americans now say they prioritise feeling good overlooking...
Health : Beauty : Wellness
Alzheimer’s awareness ad turns the loading icon into a metaphor for memory loss

News

Alzheimer’s awareness ad turns the loading icon into a metaphor for memory loss

Alzheimer Foundation’s latest campaign harnesses a universally frustrating digital metaphor – the buffering or loading icon – to evoke the heartbre...
Advertising : Health : Alzheimer's
Foresight Friday: Rose Coffey, senior foresight analyst

News

Foresight Friday: Rose Coffey, senior foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Foresight Friday : Media & Entertainment : Vintage Fashion
Stat: F1 fans are increasingly embracing zero-alcohol choices

News

Stat: F1 fans are increasingly embracing zero-alcohol choices

A new study commissioned by Heineken reveals a cultural shift among Formula 1 fans, with growing demand for moderation and zero-alcohol options.
Food & Drink : Sports : Formula 1
 McDonald’s gamifies fast food detours in Side Missions campaign

News

McDonald’s gamifies fast food detours in Side Missions campaign

McDonald’s is turning spontaneous snack runs into playful quests with its new Side Missions campaign.
Gaming : Advertising : Food & Drink
 Touchland and Crocs unveil personalised hand sanitiser with charms

News

Touchland and Crocs unveil personalised hand sanitiser with charms

Touchland and Crocs are getting ahead of the back-to-school season with a new limited-edition collaboration designed to appeal to Gen Alpha’s desir...
Fashion : Beauty : Gen Alpha
Stat: UK Gen Z champion imperfect sustainability in fashion

News

Stat: UK Gen Z champion imperfect sustainability in fashion

Gen Z are driving a nuanced shift in fashion, where quality and durability are increasingly valued, but not at the expense of affordability. Accord...
Gen Z : Fashion : Sustainability
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN