Last but not least: See and be seen

We already covered this topic here in December: The agency Abott Mead Vickers BBDO presented the reflective garments of the Proviz brand in the right light. The principle: cyclists cannot be reflective enough in the dark. If you can be seen, you are less likely to be involved in an accident.

Volvo and Grey remain true to this principle in England, but go one step further and launch "Lifepaint". The paint makes everything that is sprayed visible in the dark. With the advantage of the whole bike. Whereby "paint" is a bit of an exaggeration: Lifepaint is not only invisible during the day, but has no negative impact on the treated materials and colors. And it disappears again after a week at the latest - provided it hasn't rained beforehand. The product can be applied anywhere where something or someone needs to be made more visible - including dog collars and school rucksacks.

With Lifepaint Volvo's safety is turned inside out and passed on to the most vulnerable road users, Nils Leonard, CCO of Grey London told Adweek.com.

Since Friday, 2000 spray cans have been distributed to bike stores in London. If the product proves successful in everyday use and is positively received by people, the campaign will be extended nationally and internationally.

The Lifepaint launch is supported by posters whose content only becomes visible when photographed with a flash. (hae)