volvo

Volvo has triumphed in Channel 4’s first Diversity in Advertising award, winning £1m in advertising airtime.

The car marque’s campaign was created by creative agency Grey London, and will be focused around this year’s theme of non-visible disability.

The brand was one of seven finalists, with the shortlist including BT, Ford, Marks & Spencer, Bose, Panasonic and Lloyds. The campaign was picked from more than 50 campaign ideas featuring a range of non-visible disabilities such as depression, Alzheimer’s, autism and deafness.

As well as awarding the brand £1m of airtime, Channel 4 will also offer the other finalists match-funded commercial airtime if they produce the creative ideas which secured them a place in the final. This comes after most of the brands shortlisted for last year’s competition dropped their campaigns