Volvo and Esref Armagan the blind artist
Volvo are providing a tantalising preview of the Volvo S60 with a painting by blind artist Eşref Armağan, online at Facebook and on YouTube. Images of the entirely reinvented Volvo S60 need to remain secret until its launch, so Volvo has came up with an abstract way to provide the public with a vision of the car.
Turkish artist Esref Armagan is officially the very first non-employee to experience the new Volvo S60, which will be kept under wraps until its launch in 2010. Armagan, a blind artist, is renowned throughout the world for his unique feel for perspective and shape, which is why he was invited to paint his rendition of the stunning, but still-secret, Volvo S60.
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The new Volvo S60 brings a whole new level of sculpture to the Volvo range, and Esref Armagan was the perfect artist to capture the car’s bold design. Esref Armagan uses his hands and the rest of his senses to identify the shape of the object he is painting. He has participated in a number of scientific research projects. For instance, TV channel Discovery produced a fascinating documentary in which Professor John Kennedy of Toronto University demonstrates Esref’s ability to capture the right perspective. It defies everything that science previously believed about blind people and their perceptive abilities. Esref Armagan has painted everything from historic buildings, seascapes, flowers and forests to a portrait of former US President Bill Clinton.
The Euro RSCG 4D Amsterdam team included creative director Bram de Rooij and art director Marco Antonio Morales, copywriter Niels Arnbak, agency producer Nicole Siers, account director Jeff Dunlap, project manager Katrin Buckert. Interactive production was done at LBi Gothenburg. Filming was produced at Great Guns.
The Blind Artist campaign was developed at Volvo Cars, Goteborg, Sweden, by a team led by director of live communication and social media Lukas Dohle.
“Since the car itself is not being launched until the Geneva Motor Show next year, this is a unique way for us to show an extraordinary artist’s rendition of the forthcoming model,” says Lukas Dohle.
“It’s an amazing experience to work together with Esref Armagan, because he truly embraces life and lives it to the full despite his handicap. It’s an approach that exactly matches how we at Volvo embrace life,” says Lukas Dohle.