ABOUT

Brief:

Volvo is the leader in road safety, both in the products it makes and more importantly how it behaves as a brand. By 2020 no person will be killed or seriously injured by a new Volvo, a vision turning safety inside out. Making it about all humans sharing the roads.


Idea:

We turned to those most exposed in traffic. Every year more than 19.000 people are killed or injured in bicycle accidents across Britain. Statistics also show that accidents in the dark are more likely to be fatal.

We found a small Swedish start-up called Albedo100 who shares similar safety values as Volvo Believing in preventing accidents from happening.
Albedo had developed a permanent reflective spray that they were testing on the antlers of Finish reindeers making them visible crossing the road at night.

We reached out to enquire a paint that could make cyclists more visible at night. It turned out that that Albedo already had been working on a non-permanent spray that could be used for multiple surfaces and was see-through as well.
Volvo and Albedo has worked together for two years, in close collaboration, testing, planning and prepping the launch of a brand new product made to make people around the world more visible and safe at night. This was the beginning of LifePaint.

Life Paint is a unique reflective safety spray, invisible in daylight but highly visible at night in the glare of headlights.

The spray can be applied to just about anything. Clothes, bags, shoes, helmets turning everyday wear into high visibility safety gear.


Results:

The first batch of 2000 cans were gone in just 24 hours. 20.000 more ordered on our website the first week. LifePaint reached instant global fame. It has more than 6million organic YouTube views. But what was really great was that it was not just catching the interest of blogs and news sites, it got real people talking about road safety. And
it got vulnerable road users all over the world excited about our innovation. LifePaint is now available in any Volvo dealership worldwide. With more than 70.000 cans sold. Making all vulnerable road users safer.