Grey: Volvo LifePaint

Volvo and Grey’s challenging point of view on safety – protecting people outside the cars – became a phenomenon around the world, not by talking about it, but by creating a new product that did it for real.

Every year more than 19,000 cyclists are injured on the UK’s roads. It was Volvo’s vision that by 2020 no-one will be killed or seriously injured in a new Volvo that inspired LifePaint – a unique reflective safety spray aimed at increasing the visibility and safety of cyclists and other vulnerable road users at night.

LifePaint’s commercial impact is both on brand – revitalising safety perceptions – and on car sales – by bringing people in to dealerships to buy the paint, where they are more likely to start buying cars.

After 20 days, the campaign had received more than 4 million YouTube views (in 139 countries), generating overwhelmingly positive feedback. The story was covered by news outlets across the globe, from Wired, Buzzfeed and Mashable to USA Today, ABC News and the Sydney Morning Herald.

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