Car drivers don’t always see cyclists on the road. In winter, when it gets darker faster, seeing cyclists becomes even more difficult. Bike for Brussels wanted to impress on motorists the need to be extra alert about them.
Mortierbrigade’s solution came in the form of a humorous radio campaign that grabs its audience’s attention with gossip and delivers a punchline which catches the gossipers “in the act” and reminds people that you don’t see everything coming.
The campaign includes four radio spots. To support the campaign, Bike for Brussels is handing out a large quantity of bike lights in different parts of the Belgian capital.
Creative Directors: Jens Mortier, Joost Berends, Philippe De Ceuster
Creatives: Geoffrey Masse, Nicolas Mouquet
Head of production: Charlotte Coddens
Producer: Margot Van Daele
PR Manager : Anne-Cécile Collignon
Client: Bike for Brussels
Client Contact: Sofie Walschap