It’s a “paint”…
“By 2020, no person will be killed, or seriously injured, by a Volvo.” Volvo has reclaimed ownership of the asset that made the brand. And Grey London has done that in a 2015 way.
Not with an ad. Not with branded content…
With a new-tech thing. In this case, a “paint”. LifePaint is a special reflective spray that cyclists can spray on their clothes, backpacks and other items to make them more visible to cars at night. It contains reflective particles that are invisible by day but light up at night in the glare of headlights. It’s easy to use it is transparent, washes off fabric easily and does not damage it.
Plus, to make Volvo even more widely useful to everyday life, it can also be sprayed on school bags, dog leads (coats & collars), and running gear.
Grey developed LifePaint with Swedish startup, Albedo 100. It is being trialled in six UK cycle shops, with plans for national and global rollout if successful.
Grey London also created an online film of interviews with cyclists who know the dangers of cycling on the road first hand – commuters, couriers and accident survivors.
Grand Central’s Munzie Thind created the sound design for the spot. “It was a really exciting campaign to work on and, personally, I think the reflective spray paint idea is genius. Let’s hope that this product gains traction and helps keeps cyclists safe.
“I worked with a piece of music by Adam Halogen and remixed it so that it worked with what we see on screen. I also brought in new pieces of audio and even got out one of the spray cans in the studio, to ensure the sound was just right.”
And the agency has been testing new print technology, using LifePaint to create “invisible” black posters that only reveal themselves in the flash of a smartphone.








