Cars are environmentally UN-friendly and most major cities experience traffics jams every day. Brussels is no exception. Public transport is, in fact, the best way to get around there.
To make people think about this option, the Brussels Intercommunal Transport Company STIB-MIVB and agency, mortierbrigade, gave drivers in Brussels a surprise – tram ticket machines that responded to car keys. Everyone who looked for their car in Brussels activated a ticket machine offering a free tram, bus or metro ticket.
mortierbrigade developed interactive billboards with special hard- and software that recognises the frequency of a car key and responds to it. The billboards are now placed in strategic spots in Brussels where large numbers of motorists look for parking spaces. When car owners press their car key near one of the billboards, a tram’s “ding-ding” is activated instead of the “beep-beep” of the car. The lights of the tram on the poster also light up in the same way your car does when you open its car.
This alerts people to the billboard message, The STIB-MIVB is the key to get Brussels in motion. The car keys can then be used to get a free public transport ticket.
Creative Directors: Jens Mortier, Joost Berends & Philippe De Ceuster
Creatives: Ramin Afshar & Danny Vissers
Producer: Amandine Clio
PR Manager: Anne-Cécile Collignon
Social: Jonas Van Bael
Design: Inès Martinez, Sophie Bayeul & Vito Latorrata
Illustration & animation: Barbara Vandekonijnen @ De Kwekerij
Digital & interactive development: Beyond
Director Online Movie: Gunter Blokken
Editor: Jelle Van Stroo
Sound Studio: Sonhouse
Partner: JCDecaux (Pauline Vandercam & Olivier De Bolle)
Client Management: Lionel Lammens, Barbara Foucart, Melisa De Wilde & Florence Manente