“turning the old tradition into a symbol of safety and protection”
Case Study Video
Brand
Volvo
Roll
Art Direction Design
Overview
Climate change amplifies heavy rainfall, hindering Automatic Emergency Braking systems from detecting pedestrians and preventing accidents. Volvo addresses this by using "Aluminized Polyester" in their umbrellas, improving radar reflectivity for safer pedestrian experiences in harsh weather. By redefining umbrellas as symbols of protection and safety, Volvo underscores its dedication to prioritizing both psychological well-being and physical safety.
Volvo has a long-standing tradition of giving umbrellas to its customers as a gesture of goodwill, and appreciation.
But did you know that these umbrellas can actually pose a danger to pedestrians, distracting the AEB systems in most cars?
Our good intentions inadvertently create more danger.
How ironic is this?
Product Design
To combat this issue, Volvo innovated an umbrella that implements aluminized polyester, significantly increasing the radar's recognition and improving the AEB system's performance
on rainy days.
**Aluminum is atomic number 13 on the periodic table
Distribution strategy
Volvo collaborates with fashion brands for a ‘crosswalk show’ to raise awareness about rain-related accidents.
The aim: To make The UM13RELLA desirable, merging safety and style.
By capturing attention and spreading the message, Volvo strives to make a viral impact on pedestrian safety in bad weather, with an engaging way to make a difference.
Customization
All of the products will be available on the website and customers can customize their own umbrellas.