Volvo has just won the Cannes Lions Grand Prix for their Lifepaint campaign. This revolutionary product is a reflective safety spray for cyclists that are invisible in daylight but highly visible at night in the glare of headlights. In a brave move that steps away from traditional auto campaigns, Volvo’s aim is to produce marketing that utilises its auto innovation technology and spin this into new products and services, like Lifepaint.

Want a snapshot of the latest trends from around the globe?

Sign up to The Wrap for a fortnightly update on the best new technologies, campaigns and consumer behaviours.

You have Successfully Subscribed!