Volvo UK has launched LifePaint, a safety product designed to enhance the safety of cyclists riding at night. Developed in consultation with Swedish startup company Albedo100 and Grey London, the transparent safety spray is designed to light up at night under the glare of headlights. The spray can be applied to almost any fabric, including clothes, shoes, strollers, children’s backpacks, even dog leads and collars. It can be washed off and lasts for about a week after application. Volvo is giving away 2000 cans of LifePaint at six bicycle shops in London and Kent. If successful the project will be expanded across the UK, with the option of global expansion. The Volvo LifePaint campaign, online at volvopaint.com, is designed to Volvo’s new XC90 car, which is built with added safety features.
IBM has launched the second instalment in the Urban Innovation web campaign, “In The City With”. The short documentary film series underscores IBMs continued commitment to transforming systems in cities, from education, public safety, transportation, health care, environmental and energy & water, to create Smarter Cities. From urban planning to haute cuisine, architecture to government, science, civic engagement, design, and urban farming, the web series explores a variety of disciplines in search of the most innovative and disruptive approaches to city life. The most recent episodes take us to London, where we meet the entrepreneurs behind civic crowd-funding site Spacehive and community engagement platform Changify; then to Copenhagen, where the Nordic Food Lab and Matt Orlando of Amass restaurant share their views on sustainability and the future of food culture.
OK Go has launched a commercial for Red Star Macalline, the Chinese furniture chain, using a remix of their track “I won’t let you down” and visual references to optical illusions used in their 2014 music video “The Writing’s on the Wall“. OK Go have included a behind-the-scenes film on their YouTube channel, revealing their secret to walking upside down on the ceiling.
Brazilian maritime company Portonave, handling containers in Santa Catarina, is running an awareness raising campaign associated with World Water Day, Sunday, March 22. The campaign uses an hourglass to alert employees and visitors of the importance of responsible use of water. “Muito de agua que voce desperdiça não volta mais. Use cada gota com consciência. Ela não vai fazer fálta só no futura já faz falta agora. E para você mesmo. Dia Mundial da Água”. Water is presented as a finite resource that can end when irresponsibly allowed to go down the drain. Creative director Luiz Dias explains the thinking behind the campaign. “The hourglass reinforces the warning that something needs to be done quickly, that the water problem is not a problem for future generations. It is for now. It is a problem of our time.”
UnitedHealthCare is celebrating the thousands of ways people can make their way into the complex health system with an advertising campaign developed at Leo Burnett Chicago. Three commercials, “Our Song”, “The Lamp Post” and “Crowd Surfing” present dancing, texting and walking, crowd surfing as medical codes worthy of mention. Online content on Twitter and Facebook continues the theme, with a range of entertaining medical codes. The message? There are thousands of ways into the complex health care system. And UnitedHealthcare can help make the system easier to navigate.