Surf / Wind Surfing / MTB / Kite Surfing
The “First Up, First Down” idea marries the world class Volvo XC 60 with world class action sports athletes. The riders were the first to access the locations in a consumer vehicle and then the first to ride their bike/surfboard/kiteboard/windsurf in that spot. Athletes included, Steve Peat (World DH champion) and Olympic Windsurfer, Bryony Shaw.
The 4 edits produced by P&F were supported with a digital display campaign pushed through Volvo UK social channels, YouTube and ‘in store’ as well Factory Media online channels, Mpora, Surf Europe and Dirt Magazine.