Read more about the campaign in this article here: "The Mystery of Dalarö - a spoof within a spoof.

The mystery of Dalarö is a multi media campaign by Volvo, created by advertising agency MVBMS Fuel Europe

Dalarö is a small coastal village 40 miles from Stockholm to Sweden, with 1015 residents. It's a lovely place, I spent some summers there with friends.

The characters in the campaign advertisement are not actors, they are real residents of Dalarö.

The documentary maker is not "Carlos Soto" but academy award winning director Spike Jonze.

The campaign began on Monday 26 January and will continue until Wednesday 31 March. TV advertising ended on Sunday 14 March.

It is a pan European campaign, currently showing in the UK, Ireland, Spain, Belgium, Netherlands, France, Luxembourg and Switzerland

440,000 people have visited the Volvo Dalarö site across Europe; 96,000 in the UK
64% of the 96,000 UK visitors have watched the full Dalarö documentary online.
77,000 people have visited the Carlos Soto site throughout Europe; 17,500 in the UK.

MVBMS Fuel Europe, Amsterdam Directed by Spike Jonze

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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