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In June, Volvo Construction Equipment (Volvo CE) joined forces with Lego Technic to create the autonomous Volvo Concept Wheel Loader ZEUX. The companies consulted a focus group of children to help design a new model earth mover – but instead of being a toy, it was a real digital prototype for a future Volvo construction vehicle. The concept features a mapping drone for navigation and camera arm to avoid obstacles, including staff on site.

Getting to play with Lego *and* having a say in how the next generation of vehicles could look? We can’t help but be a tiny bit envious of these kids! But also, we can’t help be excited to share this innovation with the hope that it inspires at least one reader to do something similarly awesome in your own organization :)  

Because while almost every organization talks about needing to ‘think differently’ in order to survive the coming storm of disruption, too many still fall back on traditional approaches to looking for answers. What better way to imagine a future-proofed concept than to turn to quite literally the next generation?! Especially given all the studies that show how kids are more open-minded and creative.

This Volvo-Lego collaboration is just the latest somewhat-unexpected partnership we’ve featured recently: from Vice and Vogue to the Louvre and Dubai-Abu Dhabi Highway. In today’s ultra-saturated landscape, these tieups unlock exciting new perspectives and a creative way to reach new audiences, even if it means committing a little HERITAGE HERESY along the way.

So challenge yourself: could this work for you? Are you brave enough to invite someone unexpected – or indeed even total outsiders – to reimagine your future products?

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