Subject60 Experiment

One Show Entertainment – Merit Events & Installations
Spin Awards Sweden – Silver Experiential

How does a ‘safe’ car brand launch a ‘naughty’ car in a credible way? By creating a series of underground parties in five key European cities, which was in fact a secret social experiment designed to find the naughty capital of Europe. The campaign began by inviting celebrities, bloggers and socialite-networkers to one of five parties, hosted by Facehunter in London, Paris, Milan, Berlin and Madrid. Unbeknown to guests, the nights were designed to test their naughtiness, daring and confidence. Via an augmented reality app, the most curious people could also find exclusive tickets hidden in naughty places throughout their city.
5 weeks of mischief followed including hundreds of hours of secret footage, a host of hidden experiments, a Swedish anthropologist, a live Lykke Li performance, a burlesque dancer and a karaoke car. With over 600 attendees at each party and features in high-profile style and fashion press, the Subject60 film surpassed its targets and received over 1.5 million views. The result of the social experiment? Paris was crowned the naughtiest city in Europe and Subject60 became a landmark campaign for the brand. Proving that everyone has a naughty side – even Volvo.

Experiment – Case Study

Party – Invitation Film

Invitation – An augmented reality app led people to discover 3D printed cubes containing unique codes that granted access to the parties

Experiences - The experiment disguised as a party toured London, Paris, Berlin, Milan & Madrid

Director: Merlin Nation
Created at Havas Amsterdam