| Title | THE BIKE LIGHT LANE |
| Brand | BRUSSELS MOBILITY |
| Product/Service | BIKE FOR BRUSSELS |
| Category |
D05. Interactive Experiences |
|
Entrant
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Idea Creation
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
PR
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Production
|
BEYOND.IO Antwerp, BELGIUM
|
Credits
| Jens Mortier |
mortierbrigade |
Creative Director |
| Joost Berends |
mortierbrigade |
Creative Director |
| Philippe De Ceuster |
mortierbrigade |
Creative Director |
| Jesse Van Gysel |
mortierbrigade |
Copywriter |
| Tom Meijer |
mortierbrigade |
Art Director |
| Zoé De Priester |
mortierbrigade |
Copywriter |
| Dorien Mathijssen |
mortierbrigade |
Strategic Planner |
| Margot Van Daele |
mortierbrigade |
Producer |
| Anne-Cécile Collignon |
mortierbrigade |
PR Manager |
| Jonas Van Bael |
mortierbrigade |
Social Media Manager |
| Jeroen De Bock |
mortierbrigade |
Digital Business Manager |
| Wim De Dobbeleer |
mortierbrigade |
Graphic Designer |
| Anner Tiete |
Beyond |
Producer |
| Kevin Verelst |
Beyond |
Producer |
Write a short summary of what happens in the ambient or digital execution or campaign.
We turned one of the busiest bike lanes of Brussels into a tunnel, equipped with interactive led screens. Every cyclist without lights that entered the tunnel was detected, triggering a personalised animation. An avatar followed the cyclist on the led screens, at exactly the same speed. The only difference, this avatar did have bike lights. What the cyclists didn’t see was that there was a second avatar on screen, invisible, just like our cyclists were in real life. And while the real-life cyclists were distracted by the visible avatar, they were suddenly shocked by an accident. When they came out of the tunnel, we offered the cyclists free bike lights.