In March, Volvo worked with Grey London and Swedish startup Albedo 100 to develop LifePaint, a reflective spray cyclists could use on their gear and clothing to make them more visible to cars at night. Winner of this year's Design Grand Prix at the Cannes Lions International Festival of Creativity, the idea was meant to promote the safety features of the Volvo XC90, but it's gone on to become a real-life product. It's now officially available with its own "spare part" number in the U.K. (where it sells for nine pounds at dealerships), Canada, New Zealand, Austria, Australia, Scandinavia and the Netherlands, with a rollout planned in Thailand soon.
To promote LifePaint's global launch and also to celebrate Halloween, Grey and Volvo have debuted the "Be Scary, Be Safe" campaign, which aims to protect kids at night while they go trick or treating. The effort encourages parents to spray their children with LifePaint to make them visible to cars as they go out gathering their goodies. It's non-toxic and will wash off easily along with their ghoul and ghost makeup.