Lifepaint
Brand: VolvoAgency: Grey London2015FilmVideo · YouTube
The idea
Create a reflective spray that makes cyclists visible to drivers at night.
Timeless principle
Extend the brand promise beyond the product you sell.
Why it works
Volvo applies its safety position to people who may never sit inside a Volvo. The product solves a real vulnerability and demonstrates its value the instant headlights hit it. Usefulness gives the campaign moral and visual clarity.
