When the Grand Prix of the category Strategy of Cannes Lions International Festival of Creativity 2019 goes to the Volvo Cars campaign called “The E.V.A Initiative”, which has the same name as my next book E.V.A (Archetypes of Emotional Violence), I see the importance of profound analysis about relationships with others, even if the others are machines.
The Volvo campaign was created by the agency Forman & Bodenfors, based on a research that shows that women suffer more injuries during car accidents, basically because all safety tests are made by men, which damages the results for the feminine perspective.
