Cycling is exploding in popularity in cities, which makes Volvo’s blind spot technology more vital than ever. Seventeen years after its unveiling, the auto maker wanted to remind people of the importance of the innovation. But rather than making a traditional ad, working with agency Famousgrey it built the technology into a digital poster in one of the busiest parts of Brussels. The poster alerts both cyclist and motorist to one another’s presence, as well as showing the distance between them. It adapts to day and night, providing optimal visibility as well as demonstrating the effectiveness of the technology. On this street, it was as if every car was a Volvo.