Volvo "Life Paint" by Grey London

In an attempt to make cycling safer, Volvo and its ad agency, Grey London, have joined up with the Swedish start-up Albedo100 to release a spray paint that makes surfaces glow in the glare of headlights. The spray is being given away in cycle shops in London and Kent and could be sold globally if the trial is successful. The campaign is designed to draw attention to Volvo’s new XC90 car, which is built with added safety features. It includes an online film as well as posters treated with Life Paint that reveal their message when hit by a camera's flash.