Why we're loving: Jonas Roth and Rasmus Smith Bech, creatives, Grey London

Tell us about the project. We first started working on the project nearly two years ago. Our aim was to challenge Volvo’s brand perception, moving away from the "sensible family car" image. Volvo is famous for raising safety standards for all vehicles; they invented the three–point seat belt but, instead of keeping it for themselves, gave the patent away to all car manufacturers for free. LifePaint aims to continue that legacy.

How did you come up with the idea? Our starting point was the idea that the best way to survive a crash is not to crash. That was a line we wrote to describe Volvo’s safety vision – that, by 2020, no person will be killed or seriously injured in a new Volvo. We spotted a small article about the Finnish Reindeer Herding Association, which was testing a product that could make reindeers’ antlers reflective, thus preventing the thousands of car accidents they cause every year. We reached out to them regarding a potential collaboration, which eventually led us to Albedo100.

Explain how the product was developed. The great engineers at Albedo100 made the paint. We created the packaging, branding and all other communication. We named it LifePaint so that people instantly understand the point of the product: to save lives. The design needed to feel like a natural extension of the Volvo brand: simple, Scandinavian and premium.

What was the response like? The response has been overwhelming. It was initially a UK project, but we’ve had requests from all around the world. Luckily, it also fuelled the general conversation about making roads safer. And we’re now working to roll LifePaint out globally.

What’s next for the project? We’re finalising production for the next 20,000 cans for the UK. These will be given away at dealerships. At the same time, we’re setting up a supply chain for other markets and a business plan to make this a product that will be available to all.

Do you cycle? We both do. We are from Copenhagen, so it’s in our nature to cycle. Despite that, it’s more nerve-racking than being on the packed Tube in the morning.

What inspires you? It’s hard to define, but mainly "news" – with all the beautiful, ugly, crazy and wonderful stories happening around the world every day.


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Just published