High-visibility cyclists

31 : 03 : 2015 Volvo : Life Paint : United Kingdom

UK – Volvo has developed a luminescent spray that makes cyclists more visible to drivers at night.

  • This campaign goes beyond advertising’ – Hollie Newton, creative director, Grey London
  • The campaign is part of Volvo’s wider safety initiative, Volvo Vision 2020 
Life Paint by Grey London and Albedo 100 for Volvo, UK Life Paint by Grey London and Albedo 100 for Volvo, UK
Life Paint by Grey London and Albedo 100 for Volvo, UK Life Paint by Grey London and Albedo 100 for Volvo, UK
Life Paint by Grey London and Albedo 100 for Volvo, UK Life Paint by Grey London and Albedo 100 for Volvo, UK
Life Paint by Grey London and Albedo 100 for Volvo, UK Life Paint by Grey London and Albedo 100 for Volvo, UK

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.

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