Hollie Newton

The best way to survive a crash, is not to crash.

Every year in the UK, over 19,000 cyclists are involved in accidents. So we decided to help. Introducing Life Paint, a unique reflective safety spray, in collaboration with Swedish startup Albedo 100. Invisible by daylight, it glows brightly in the glare of car headlights, making the invisible, visible at night.

Alongside our shiny new product and shiny new film, we've also built a shiny new LifePaint site to house the project. This is the first phase. If it proves popular, we'll be rolling out nationally and internationally.

With an enormous salute to the genius Danish minds of my creative team, Jonas Roth and Rasmus Smith Bech.