After Volvo Cars invented the three-point safety belt in 1959, its introduction sparked debate among media and the public. But to date it's been credited with saving more than a million lives worldwide. The premium carmaker now highlights this in a new brand campaign, by letting car crash survivors read what people said about the safety belt in the past. And it sounds eerily familiar even today.

"The seatbelt is a violation of human rights". "It's better to be thrown out than to be trapped inside". These are only a few of the comments made about the introduction of the safety belt. In a new, global brand campaign, Volvo lets us hear the true stories of people who survived car crashes thanks to the safety belt.

In the main campaign film, shot entirely in black and white, we meet real car crash survivors from all over the world and hear their emotional stories about the accidents and how they were saved thanks to the safety belt. In the end, we learn that Volvo has introduced a speed cap in all their cars during 2020, and is about to introduce in-car cameras to prevent intoxicated and distracted driving. Both of them are inventions that have sparked debate.

The film features a new and unique score by UMPG composer Jacob Mühlrad. Mühlrad is the youngest composer to have a piece performed at The Royal Swedish Opera and his music has premiered at the Carnegie Hall in New York and Bamberg Hall in Germany. Last year Swedish House Mafia commissioned a re-composition of their hit 'One' from Mühlrad for their global arena tour. His upcoming album for Deutsche Grammophon will be released in March 2021.

"My ambition was to find a tone that suited the emotional stories shared in the film. I watched the uncut interviews and found inspiration in the slow tempo, the fragility and tone in their voices. It was an interesting challenge", said Jacob Mühlrad.