To launch the Volvo V40 R-Design, we built a campaign to go beyond traditional advertising and counteract long held brand views. Using a partnership with Shortlist, we created a competition to challenge 5 nominated individuals to take a V40 and Danny on a trip to spend £5k in one work day. The hijacks were filmed and the best day, as voted by the internet, won a V40 R-Design. The resulting video content generated over 6 million views and drove increased awareness and consideration of the brand.