|Client||OVK / PEVR (PARENTS OF ROAD VICTIMS)|
|Category||C01. Use of Digital Platforms|
|Product/Service||ROAD SAFETY ORGANISATION|
|Entrant||HAPPINESS BRUSSELS Brussels, BELGIUM|
|Idea Creation||HAPPINESS BRUSSELS Brussels, BELGIUM|
|Media Placement||BRIGHTFISH Brussels, BELGIUM|
|Media Placement 2||MEDIALAAN Vilvoorde, BELGIUM|
|Production||LATCHO DROM Brussels, BELGIUM|
|Production 2||RAYGUN Brussels, BELGIUM|
|Koen Van Wonterghem||PEVR - OVK (Parents of Road Victims)||Managing Director|
|Ellen Ruys||PEVR - OVK (Parents of Road Victims)||Regionale Coordinator NL|
|Karen Corrigan||Happiness / An FCB alliance||Executive Creative Management|
|Geoffrey Hantson||Happiness / An FCB alliance||Chief Creative Officer|
|Katrien Bottez||Happiness / An FCB alliance||Senior Creative Coach|
|Roxane Schneider||Happiness / An FCB alliance||Concept Provider|
|Pieter Claeys||Happiness / An FCB alliance||Concept Provider|
|Hans Smets||Happiness / An FCB alliance||Group Account Director|
|Tine Van Hasselt||Happiness / An FCB alliance||Account Manager|
|Kris Van Wallendael||Happiness / An FCB alliance||Senior Digital Producer|
|Dries Lauwers||Happiness / An FCB alliance||Head of Design|
|Matthias Vandenbosch||Happiness / An FCB alliance||Editor Social Film|
|Simon Schuurman||Happiness / An FCB alliance||Editor Social film|
|Remke Faber||Happiness / An FCB alliance||Head of Motion|
|Sophie Gunsbourg||Happiness / An FCB alliance||Agency Producer|
|Bart Vande Maele||Happiness / An FCB alliance||Agency Producer|
|Christopher Ross-Kellam||Happiness / An FCB alliance||Film Director|
|Thomas Colliers||BLISS Interactive||Head of Technology|
|Yves Legrèves||Latcho Drom||Executive Producer|
|Efrosini Spanoudis||Latcho Drom||Producer|
|Jeroen Berx||Latcho Drom||Production Manager|
|Edgar Dubrovskiy||Latcho Drom||DOP|
|Stefaan gryson||Moxy||Owner - Online editor|
|Eva Segers||Moxy||Post Production Coordinator TVC|
|Joost Van Kerckhove||Moxy||Colour grading|
|Nick Read||Moxy||Offline editor TVC / Cinema|
|Peter Baert||Raygun||Radio Director|
|Jérôme Gijsen||Raygun||Radio Producer|
|Liesbeth Demolder||Raygun||Radio Producer|
|Philippe Fass||Happiness / An FCB alliance||Creative Director|
|Wesley Roaland||Happiness / An FCB alliance||Strategic Planner|
Why is this work relevant for Direct?Data shows that people have become immune to ‘don’t text and drive’ road safety campaigns. So, a radical new and way more direct take was needed to break through the immunity. Which Is exactly what BlindMeters.com managed to do. From the very first day people and press engaged in this first of its kind long-term platform.
BackgroundTexting and driving is still prevalent throughout the world and a major cause of road deaths. That’s why there are still numerous road safety PSA campaigns on the subject. Unfortunately, data shows that these ‘don’t text and drive’-campaigns no longer have the impact needed to change really our behaviour. In order to change that the organization Parents of Road Victims asked us to come with a radical new take in preventing texting and driving.
Describe the creative ideaBlindMeters.com, a first of its kind platform that gives everybody concrete insight in how many meters they exactly miss when texting and driving. BlindMeters.com is geo-located and turns Google Maps into a text editor, allowing you to type on any road. A custom-made font connects to the speed limitation data of the specific road you’re typing on and stretches to the exact number of meters you miss when texting and driving. To do so we programmed an algorithm that connects different databases and layers them onto one website, together with a specially designed font made for the purpose of dynamically stretch.
Describe the strategyData shows that people have become immune to ‘don’t text and drive’ road safety campaigns. So, we had to make a very broad impact on all Belgian drivers, but with specific attention to the young crowd, since they not only text but also use WhatsApp, Instagram and all other channels while driving. The strategy was simple: intrigue and incite to go to the platform via broad media – TV and Cinema – and Press coverage. And create direct traffic to the BlindMeters.com via a digital connectivity plan and the power of social media.
Describe the executionThe heart of the BlindMeters.com platform is data. The algorithm uses different sources and layers them onto one website. First step was to find all those sources and use Google Maps as the main ‘visual source’ since the esthetics of the Google satellite images are most beautiful. Other data-sources allowed us to use the geometry data of the roads and the speed limits. Yet another data-sourced allowed us to type and render texts along roads on top of satellite images. And finally we create a unique way to visualize the data with a custom-designed font made with the purpose of being able to dynamically stretch to the exact number of meters you miss while texting and driving.
List the resultsData shows that people kind of became immune to the road safety ‘don’t text and drive’-campaigns. The new take on this old problem, BlindMeters.com, was able to brake that immunity from the start. People engaged. Massively. Over 5 million blind meters were typed on the platform BlindMeters.com after just 24 hours. The press immediately joined the conversation. Literally all National and Regional newspapers, all news-sites and all National TV-channels covered BlindMeters.com. Resulting in millions and millions of meters of press coverage. You can imagine the value. But this is only the start of something much bigger. In the mean-time the National Police authority is working to make BlindMeters.com an official part of the driving education of Belgian driving schools. BlindMeters.com will also extend in other European countries like France, Portugal and Slovenia soon.
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.