Volvo: Lifepaint [video] [01:42 english]

Credits & Description:

Client: Volvo Cars Uk
Product: Lifepaint Promotional Item
Entrant: Grey London, United Kingdom
Title: Lifepaint
Product/Service: Lifepaint Promotional Item
Entrant Company: Grey London, United Kingdom
Advertising Agency: Grey London, United Kingdom
CCO: Nils Leonard (Grey London)
Creative Director: Hollie Newton (Grey London)
Creative: Jonas Roth (Grey London)
Creative: Rasmus Smith Bech (Grey London)
Planner: Wiktor Skoog (Grey London)
Designer: Chris Chapman (Grey London)
Agency Producer: Francesca Mair (Grey London)
Business Director: Cristyn Bevan (Grey London)
Account Director: Sophie Critchley (Grey London)
PR Director: Veronique Rhys Evans (Grey London)
PR Manager: Ollie Dearn (Grey London)
Brief Explanation
Target Audience: Premium car buyers 35-55 who were also cyclists. Background; Volvo has always taken safety seriously. They invented the three-point seat belt in 1959 and then opened up the patent so that any car manufacturer could use it. Now they’re giving away a product to take Volvo safety beyond its cars. Volvo needed to draw upon its Swedish design heritage and leverage its safey credentials in an active way that would provide a hook to discerning car buyers to consider Volvo as a premium brand and communicate Volvo’s social purpose through the lens of their human centric product innovations and safety offering.
The Brief
Business Objective - Justify Volvo’s progressive brand values and premium price point to a new target audience.
Marketing Objective - Is to become a premium brand and communicate Volvo’s social purpose through the lens of their human centric product innovations and safety offering.
Communication Objective - Volvo is the leader in road safety, both in the products it makes and more importantly how it behaves as a brand.
How the final design was conceived
The creative team identified a partnership with Albedo 100 product as a way of using the visibility property of the paint to highlight the cyclist's lack of visibility to other road users. The Grey design team then worked on the can design to create a simple, visual can manifestation that in itself would be highly visible in a store and reflect Volvo/Scandinavian design principles. Working with 6 core London bike shops we honed the design to work in busy bike environments and stand out from the other products competing for shelf space/attention. Testing then with the aerosol manufacturer and label application led us to final versions for the Counter Top Units, that worked within the Volvo brand/design guidelines
Indication of how successful the outcome was in the market
Volvo’s Design philosophy is “Designed around you”, Which means Volvo always aim to design their products to be as useful and true to human benefit as possible. Using design not just to make something look nice, but to solve real problems. With LifePaint I think we have harnessed that design philosophy to inspire the way we do our comms as well. LifePaint is now an official Volvo spare part number 40005923, which means its available for people to order in any Volvo dealership around the world. We see that as a testament that LifePaint is a product people want to use and ultimately that is what great design is all about.