To create buzz and awareness around Volvo XC60, ski boots at Norway’s premier Alpine resorts were redecorated and transformed into the car itself. The result is clever, wearable Volvos that carve up the slopes, and perform well on icy terrain. Watching skiers slide around and race down the hill in Volvo boots is a simple, yet powerful product demonstration. Although advertisers are only hitting a small pocket of the population, those who can afford skiing may be better off than most, and therefore more apt to buy a luxury vehicle. I foresee copycats in the near future.
