Adam & Eve/DDB poaches Grey's 'Life Paint' creative duo

Jonas Roth and Rasmus Smith Bech: set to depart Grey after four years there
Jonas Roth and Rasmus Smith Bech: set to depart Grey after four years there

Adam & Eve/DDB has poached the creative duo at Grey London that masterminded the multi-award-winning "Life Paint" work for Volvo.

Jonas Roth and Rasmus Smith Bech agreed this week to join the Omnicom agency and will start before Christmas.

The pair, who are originally from Copenhagen, will report to Adam & Eve/DDB’s joint executive creative directors, Richard Brim and Ben Tollett, and will work across all the agency’s accounts including Aviva, H&M and John Lewis.

"Life Paint" earned Grey and Volvo two Grands Prix at Cannes last year, promoted cycling safety and drew attention to Volvo’s XC90 model. Grey teamed up with Swedish start-up company Albedo100 to release a spray paint that makes surfaces glow in the glare of headlights.

The work included an online film and posters treated with Life Paint that reveal their message when hit by a camera’s flash.

Speaking to Campaign last year, the pair said they came up with "Life Paint" after reading an article about herding reindeer: "Our starting point was the idea that the best way to survive a crash is not to crash. That was a line we wrote to describe Volvo’s safety vision – that, by 2020, no person will be killed or seriously injured in a new Volvo.

"We spotted a small article about the Finnish Reindeer Herding Association, which was testing a product that could make reindeers’ antlers reflective, thus preventing the thousands of car accidents they cause every year."

The duo also wrote the copy for Tate’s "500 years of stories" work for Grey. The Tate work, which won a gold Design Lion at Cannes this year, was art directed by Grey’s outgoing chairman and chief creative officer Nils Leonard. 

Leonard is set to leave Grey London alongside chief executive Lucy Jameson and managing director Natalie Graeme. Jameson and Graeme left shortly after the trio resigned in June.

Roth and Bech will join a team of about 50 creatives at Adam & Eve/DDB.

Brim told Campaign: "I’m very excited because they have a very different way of thinking and it will be interesting to see how that works against accounts we have. 

"What I don’t want to do is label them as ‘the guys that came up with Life Paint’. We’ve got creatives working here now that come up with great ideas such as the Skittles work for Pride.

"Clients are asking us to do that kind of work more and more. That often happens after a lot of conversations, but we owe it to the industry to keeping putting forward work like that."

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