In an effort called “A Piece of Your Lov,” Volvo invites online users to contribute to the first Volvo XC60 billboard, which looks something like this (except without the “download wallpaper” bar up top).
The image has been cut jigsaw-style. You’ll be given a puzzle piece upon which to inscribe a raving little message about the XC60. These notes are called pieces of “Lov,” named after the Swedish town of Lov, home of the XC60.
Once you get your puzzle piece, drag it onto the billboard and set it down. Problem is, our piece doesn’t seem to fit anywhere we put it. We tried five or six times before resigning ourselves to the fact that this billboard — this piece of outdoor social media art — is fated to launch in some faraway place without our contribution.
The Swedes will likely feel the void.
“A Piece of Your Lov” is part of a six-part campaign. Each component was a month long and can be browsed on the website. The billboard, which will be erected later this year, marks the campaign’s culmination. By Euro RSCG 4D Amsterdam.
