High-visibility cyclists

Synonymous with safety, Volvo’s new project reaches beyond the construct of the car and extends its standards to cyclists. Volvo has teamed up with agency Grey London and Albedo 100 to develop Life Paint, a highly reflective adhesive spray designed to illuminate cyclists riding at night. ‘Every year more than 19,000 cyclists are injured on the UK’s roads,’ says Nick Connor, managing director at Volvo Car UK. ‘We believe that the best way to survive a crash is not to crash.’ Life Paint brings to light a new avenue of safety for car brands to address.

The Big Picture: Brands must think about their cultural capital, and become integral to the wider industry in which they operate. Read our Air Quality Control Seed for further insight into Volvo’s efforts.