Speeding continues to be the leading cause of fatal car accidents. Speed limits in 30 km/h and 50 km/h zones are frequently disregarded, despite being specifically set to safeguard both drivers and vulnerable road users. Many drivers underestimate the impact of their speed.
So AKQA Brussels andThe Flemish Road Safety Institute (VSV) have introduced a series of speedometers that draw attention to the one drivers should be watching.
The campaign gives traditional speed signs a human touch. Instead of static road signs, LED screens are embedded in everyday scenes where vulnerable road users take centre stage. This creates an immediate and visual confrontation, making drivers aware of the real-life consequences of their speed. The message is clear – speed is not just a number, it’s a direct threat to lives. The dynamic speed displays will be rolled out throughout the year in various cities and municipalities across Flanders.
AKQA Brussels designed and developed these speed displays in collaboration with product designers, Jo Rens and Enya Pannecoucke. Together, they ensured that the displays were not only technically sound but also integrated into everyday urban elements.
To maximize reach, the campaign is supported by online videos showing the speed displays in action. Additionally, radio spots, roadside billboards, and campaign materials will be distributed to all municipalities in Flanders. By actively involving local authorities, VSV aims to increase public support for 30 km/h and 50 km/h zones, ultimately enhancing road safety on a structural level.
The campaign that launched in February, will be visible across various media channels and in public spaces throughout Flemish cities and towns.
Credits:
Client: Vlaamse Stichting Verkeerskunde
Client Team: Ingrid Geeraerd, Sarah Somers, Lynne Vincent, Stijn Dhondt
Agency: AKQA Brussels
Executive Creative Director: Peter Ampe
Creative: Familie Leysen
Account Team: Leen Van Lint & Lies Bernaer
Strategic planner: Britt Decraen & Dominique Poncin
Design Director: Jan Sidgwick
Desktop Publisher: Franco Scaramuzza
Head of Digital: Joachim François
Performance Marketeer: Jonas Sprengers
Social Creative: Florentien Duquet
Social Producer: Thomas Devolder
Head of Productions: Olivia Naudts
Producer: Bram Busschots
Post Production: AKQA Productions
Editor: Sven Vanhee
Audio Expert: Myriam Maes
Sound & Music: Mathieu Savenay
Production Company: CRUSH
Photographer & Director: Edouard Valette
DOP: Yvan Coene
1AD: Bob Van Wayenbergh
1AC: Gil Peckel
Photography Assistant: Louis Philippe Beaudiun
Drone Pilot: Emmanuelle Van Damme
Product Designers: Enya Pannecoucke & Jo Rens
Post-production: Tim Vin
Producers: Femke Timmers & Amélie Van Campen
Production Assistant: Emma Schiettecatte
