LONDON, March 28 (UPI) -- Automotive giant Volvo has released a water-based spray paint that's invisible during the day and highly reflective at night.
The spray paint, called Life Paint, is intended to help cyclists be more visible while riding at night. When headlights are trained on bike riders marked with Life Paint, they appear to glow in the dark.
Volvo says the water-based paint is non-toxic and can be applied to any surface. It's transparent, washes off and its reflective effects quickly dissipate after ten days.
The concept was developed for Volvo by creative agency Grey London.
"Our job isn't just to advertise our clients," Nils Leonard, chairman and CCO of Grey London, explained in a press release. "It's to help them make a positive impact on culture."
"With the creation of LifePaint, we've turned Volvo safety inside out, giving it away to the most vulnerable road users," Leonard said. "What more positive action can a brand take than to try to save lives?"
For now, the paint is available in select stores in London, but if the product proves popular enough it may be offered elsewhere.