Trygg Trafikk / Volvo / Trigger Oslo | Take care of the boys - Video Series

Produced: Spring 2025

The Brief:
Young men are dramatically overrepresented in the most serious traffic accidents — seven out of ten young people killed or seriously injured on the road are boys. Yet this is also an audience already saturated with advice, warnings, and expectations.

The insight and original concept came from Trigger: reaching boys who've tuned out traditional road safety messaging means dropping the lecturing tone and listening instead. So the campaign handed the floor to the boys themselves, on their own terms.

The car itself became the format — not just because driving was the subject, but because a car creates a particular kind of conversation. Sitting side by side, free from constant eye contact, lets conversations unfold more naturally.

Sølvrev took that concept and built it out, giving the campaign a visual and cultural identity that placed it firmly inside the target audience's world. Our role covered casting, art direction, production, and editing for the whole series.

The Solution:
Host MankeGard anchored the series, interviewing figures from across the cultural spaces this audience already inhabits — music, gaming, TikTok, football, and sport.

Footballers, musicians, gamers, and athletes talked about speed, substance use, distraction, and safety — but also about performance pressure, identity, mental health, masculinity, and life more broadly.

The goal was never a polished, on-message soundbite. Reaching young men meant the conversations had to stay raw and unfiltered, with every perspective coming genuinely from the guests themselves.

The logic was simple: if we wanted them to listen, we had to speak their language — which meant literally handing them the wheel. The same principle shaped every visual and cultural choice: casting, photography, locations, styling, design, music, and editing all had to feel native to the culture this audience already belonged to.

Metropolen, featuring Chris Abolade and Malik, wrote the track Ta vare (XC90) — 585,730 Spotify streams as of August 2026 — while Max and Ida of Cuteshitkids handled graphic design and merchandise.

The series produced four long-form episodes alongside a wide library of short-form content for TikTok, YouTube, and social — 77 video assets in total. Most notably, audiences stuck with the long conversations: on platforms built for short attention spans, young men were watching mini-documentaries running over 15 minutes.

Results:

10 million views, 2 million of them organic. Nearly five years of combined watch time. Half of all viewers watched at least 75% of the skippable YouTube ads.

Impact measurement showed strong gains across credibility, relevance, message comprehension, and distinctiveness.

Presenting the results, Opinion called "Take Care of the Boys" one of the strongest campaigns they've ever measured.

The campaign won the Kantar Insight Award at ANFO Effekt and took gold in the Video category at the European Excellence Awards.

Client: Trygg Trafikk / Volvo Car Norway
Agency: Trigger
Production: Sølvrev
Host: Gard Øksendal, @MankeGard
Music: Metropolen feat. Chris Abolade and Malik
Graphic design & merchandise: Max and Ida of Cuteshitkids

Credits:

Daniel Eikeland — Client contact
Christer Dyngeland — Creative producer, casting, art direction, editing
Sigurd Fossen — Director, editing
Helge Kallevik — Cinematographer, editing
Felix Campagne — Cinematographer, editing
Bjørnar Audenby — Stills photographer
Tobias Sjåfjell — Stills photographer
Tiril Falklev — Casting, coordinator
Minoo Bash — Casting, coordinator
Håvard Smaavik — Colorist
Vilhelm Larsen — VFX coordinator
Victor Helin — Production runner
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Gard Øksendal — Host
Linus Høyem Eftedal — Manager (host)
Max James Næss — Graphic design, merchandise
Ida Molla — Graphic design, merchandise
Leni Rugsveen — A&R (Warner Music)
Matea Skjong Grøvik — Project manager (Warner Music)
Erling Midtstue — Sync (Warner Music)
Metropolen, Chris Abolade, Malik — Artists