Digital
LifePaint
Volvo · 2015
- Agency
- Grey London
- Campaign
- LifePaint
Analysis
Volvo demonstrated a reflective spray designed to make cyclists visible at night. This frame shows riders and bicycles glowing against a dark street.
Product demonstrationNight contrast
Why it worked
The bright outlines show the benefit before a reader needs a technical explanation. The dark setting supplies the condition in which the product matters.
Lesson
Demonstrate a benefit under the conditions that make it necessary.