The One Show
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Category
Innovation - Brand Transformation / Brand Transformation
Annual ID
CP16087M
About the Work
Volvo has always taken safety seriously. They invented the three-point seat belt in 1959 and then opened up the patent so that any car manufacturer could use it. To re-ignite their safety credentials Volvo are giving away a product to take their safety beyond its cars: LifePaint. A unique reflective spray turns everyday items into high visibility safety equipment. An online film and six simultaneous live events at London’s most respected cycle shops launched the product. We invited influential bloggers to come and demo LifePaint for themselves. In-store, people could also reveal messages printed in LifePaint on specially designed interactive posters using their smartphones. By focusing on the most vulnerable road users - cyclists - to start with, we’ve shown the whole world that Volvo is the leader in not just car safety, but road safety.
2016 Awards
Total Points: 5
Merit
Credits
Agency
Grey / London
Production Company
Albedo100 / Malmö
Chief Creative Officer
Nils Leonard
Creative Director
Hollie Newton
Designer
Chris Chapman
Agency Producer
Francesca Mair
Glen McLeod
Creative Team
Rasmus Smith Bech
Jonas Roth
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