| Title | SAFE CHRISTMAS CARD |
| Brand | PARENTS OF ROAD VICTIMS BELGIUM |
| Product/Service | ROAD SAFETY AWARENESS ORGANISATION |
| Category |
A02. FLYERS, TICKETS, INVITATIONS, POSTCARDS, CHRISTMAS AND OTHER GREETINGS CARDS |
|
Entrant Company
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
HAPPINESS BRUSSELS, BELGIUM
|
Credits
| Karen Corrigan |
Happiness Brussels |
Creative Management/Strategic Director |
| Niek Eijsbouts |
Happiness Brussels |
Creative Management/Creative Director |
| Diederik Jeangout |
Happiness Brussels |
Concept Provider |
| Hans Smets |
Happiness Brussels |
Group Account Director |
| Nejwa Jacobs |
Happiness Brussels |
Account Executive |
| Jan Denys |
Happiness Brussels |
Copywriter Nl |
| Bill Bilquin |
Happiness Brussels |
Copywriter Fr |
| Pascal Delfosse |
Happiness Brussels |
Print Producer |
| Bart Vande Maele |
Happiness Brussels |
Agency Producer |
| Daniel Nino |
Happiness Brussels |
Graphic Designer |
Brief Explanation
The challenge was to make something impactful with a minimal budget of less than €1.000. It had to be a simple yet striking idea that send out the message of OVK in a positive way.
The Brief
Each year, road-safety organisation Parents of Road Victims (OVK) sends out a Christmas card
to their members to wish them a happy and safe new year. This year the purpose was to make it fit directly with the main goal of the organisation: preventing fatal accidents in traffic.
How the final design was conceived
We wanted a Christmas card that actually makes traffic safer. A study showed that nearly all drivers admit to drive off with limited sight due to frosty windshields. That's why we made our Christmas cards so big they could be used as windshield covers. During a frosty night, we distributed the first 300 cards in the city centre of Brussels. The cards kept the windshields ice-free, and wished the drivers a safe and happy new year. Drivers could fold and store the cards in their trunk, to re-use the Christmas cards all winter long.
Indication of how successful the outcome was in the market
Instead of just reaching their own members, OVK now reached a new audience in a simple and friendly way, while making traffic a bit safer. In addition, an online video of the project was emailed as a digital Christmas card to the OVK members and got also sent to national press. The action got the attention of other local governments and Parents of Road Victims was invited by several mayors to discuss new plans on road safety. Since then, 34 cities have signed the Road Safety Charter. One of the main goals of the foundation.