AUCKLAND, Today: Volvo and Bastion Shine have launched Getaway Gotaway, a campaign designed to connect the brand with a new generation of drivers and celebrate the joy of escape, freedom, and genuine connection.
Built on Volvo’s global For Life platform and tailored for a uniquely Kiwi audience, the campaign invites New Zealanders to see their Volvo not just as a car, but as their getaway car.
It captures the feeling of leaving the grind behind and rediscovering life on the road — surrounded by the natural beauty that defines Aotearoa.
The campaign spans outdoor, social, digital, and broadcast channels, including OOH and TVNZ+.
“Nature is our luxury good in Aotearoa,” says Oliver Green, Chief Creative Officer at Bastion Shine. “The more frictionless your access to it, the better you’re doing. We wanted to reframe what a Volvo campaign could look, sound, and feel like, turning customers into getaway drivers and Volvos into getaway cars.”
“Getaway Gotaway captures what Volvo truly means to our customers in Aotearoa. At its heart is a deep appreciation for nature, our customers’ true luxury.” – Dane Fisher, Group General Manager of NordEast Vehicle Distributors
Toby Sellers, Chief Executive Officer of Bastion Shine, adds: “I’m incredibly proud of our first piece of brand work for Volvo Cars with our partners at NordEast Vehicle Distributors. The desire to escape to the great outdoors is one of New Zealanders’ greatest joys, and this campaign beautifully captures that spirit.”
Developed through a six-month collaboration between Bastion Shine and NordEast Vehicle Distributors, the campaign aims to expand Volvo’s reach to younger drivers while maintaining its trusted reputation among loyal fans.
Dane Fisher, Group General Manager of NordEast Vehicle Distributors commented, “Getaway Gotaway captures what Volvo truly means to our customers in Aotearoa. At its heart is a deep appreciation for nature, our customers’ true luxury. Bastion were tireless in crafting a campaign that celebrates that emotional connection, and the result is both beautiful and deeply human.”
With Getaway Gotaway, Bastion Shine and Volvo have created a campaign grounded in emotional storytelling, design-led thinking, and cultural relevance — blending global sophistication with a distinctly local feel that connects deeply with Kiwis.
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