LifePaint
Award: Wood Pencil
Wood Pencil / Direct / Direct Response/Press & Poster / 2016
Volvo LifePaint is a unique spray paint. Invisible in daylight, but turns ordinary items into high visibility reflective safety gear in the glare of headlights. We launched LifePaint in the sweet-spot of our desired target audience. Partnering with six influential bike shops in London, we used LifePaint to create ‘invisible’ black posters. The posters, sprayed with LifePaint, invited cyclists to use their cameras with flash to reveal the hidden safety messages. In a simple way cyclists could experience the danger of being invisible in the dark, and the surprise of being lit with LifePaint.
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