Sometimes, to move forward, you have to go back to where it all began.
A New Beginning is the latest chapter in the 'Made by Sweden' series. The campaign features the world-renowned artist, Avicii, along with Volvo's all new XC90. Through yet another beautifully shot video by Forsman&Bodenfors and a revamped version of Nina Simone’s ‘Feeling Good’, we discover how Avicii and Volvo explore the past to find a new way forward.
Animal teamed up with Spotify to find and invite Avicii’s most devoted fans to partake in the launch of the campaign. By using Spotify's data, we were able to reach out to some 200,000 hardcore Avicii fans and offer them a sneak peek of the upcoming campaign. These true fans where the first to get a hold of exclusive material and an even more in-depth portrait of the creative collaboration. The material included behind the scenes footage as well as Avicii's own thoughts on his campaign song ”Feeling Good”.
Over night, the site became a hub for sharing the campaign, as well as an inspirational source for Avicii’s true fans all over the world. To date, the campaign video has over 10 million plays and the song has been streamed over 13 million times on Spotify.