CAROLYN ZIGMUND
 

Volvo
Volvo's were known for their safety. That was the problem. The Swedish automaker wanted to play with Audi, BMW and Mercedes in the luxury sandbox. So we took its safety reputation, combined it with the brand's spirit of innovation (the first to introduce catalytic converters and three-point safety belts), and turned Volvo into the thinking person's luxury car. We positioned our drivers as being self-effacing, independent and not needing stereotypical symbols of status to determine their self worth. Our work shouted, "A Volvo isn't for everyone and we kind of like it that way."