Winners & Shortlists

THE SPEEDING SELFIES

Bronze Eurobest

Case Film

Presentation Board

TitleTHE SPEEDING SELFIES
BrandCITY OF ANTWERP
Product/ServiceANTI-SPEEDING CAMPAIGN
Category F03. USE OF CO-CREATION & USER GENERATED CONTENT
Entrant Company DUVAL GUILLAUME Antwerp, BELGIUM
Advertising Agency DUVAL GUILLAUME Antwerp, BELGIUM
Production Company Q-LITE BVBA Baarle-Hertog, BELGIUM
Credits
Name Company Position
Geoffrey Hantson Duval Guillaume NV Creative Director
Katrien Bottez Duval Guillaume NV Creative Director
Olaf Meuleman Duval Guillaume NV Copywriter
Ad Van Ongeval Duval Guillaume Nv Art Director
Elke Janssens Duval Guillaume NV Account Director
Jet Vervenne Duval Guillaume NV Account Manager
Veroniek Debbaut Duval Guillaume NV Account Manager
Piet Wulleman Duval Guillaume NV Strategic Director
Sophie Jadoul Duval Guillaume NV Strategic Planner
Lode Vochten Duval Guillaume NV Ux Designer
Nick Gorrebeeck Duval Guillaume NV Digital Producer
Theo Geldens Q/Lite Prod Company Producer
Jan Bikkembergs Digital Craftsmen Online Production

Creative Execution

Let’s take these ‘happy and sad faces’-speeding signs one step further by crowdsourcing real pictures from real local citizens. So we replaced the excisting ‘smileys’ by crowdsourced selfies. Citizens were invited to upload two photos of themselves to the campaign’s website: one with a happy face and one with a disapproving glare. The selfies were then shown to motorists on interactive billboards which react in real time to drivers’ speeds. If passing drivers are within the speed limit, they’ll see the smiling selfie. If they exceed the limit, they’ll see the sad selfie.

After just a few days, hundreds of selfies were uploaded and displayed to thousands of motorists, to stop them from speeding. We had tons of local and national media attention, and international media like BBC News and Trendhunter.com picked up the story.

In Belgium, there are already speeding signs that display either a happy or a sad ‘smiley face’, depending on whether a driver is adhering to the speed limits or not. Briefing: The city of Antwerp and the Local Police Department wanted to remind people about the importance of safe and slow driving in city centre. Since we all want people to drive careful in our own street, we created a campaign in which local residents could participate.