THE INVISIBLE CYCLIST: JASPER
| Title | THE INVISIBLE CYCLIST: JASPER |
| Brand | BRUSSELS MOBILITY |
| Product/Service | BIKE FOR BRUSSELS |
| Category |
A07. Travel |
|
Entrant
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MORTIERBRIGADE Brussels, BELGIUM
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Idea Creation
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MORTIERBRIGADE Brussels, BELGIUM
|
|
Media Placement
|
INITIATIVE MEDIA Hoeilaart, BELGIUM
|
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Production
|
RAYGUN Brussels, BELGIUM
|
Credits
| Jens Mortier |
mortierbrigade |
Creative Director |
| Joost Berends |
mortierbrigade |
Creative Director |
| Philippe De Ceuster |
mortierbrigade |
Creative Director |
| Nicolas Mouquet |
mortierbrigade |
Copywriter |
| Geoffrey Masse |
mortierbrigade |
Art Director |
| Willem Van den Hoof |
mortierbrigade |
Creative |
| Margot Van Daele |
mortierbrigade |
Producer |
View Script
Write a short summary of what happens in the radio advert
We hear two persons saying bad-nasty-mean things about someone. After criticizing in the worst way, the target suddenly shows up. He heard everything. The other two did not see him coming because they did not pay enough attention. Just like car drivers who don’t see cyclists coming on the road because they don’t pay enough attention.
Cultural/Context information for the jury
At the end of October, the hour switches to winter time. And seen as it gets darker faster then, Bike for Brussels wants to sensitize motorists to be extra careful towards cyclists. We came up with a radio campaign in which gossip plays a major role, and which reminds motorists that cyclists are always near. Even when you don’t see them.
The radio spots were broadcasted online on car drivers Spotify playlists during peak traffic hours in Brussels (morning and evening). We reached around 300.926 target’s impressions in one week (only in cardrivers in BXL).
Script
Man : Hey, is it me or does Jasper really stink out of his mouth?
Woman : GOD YES ! I hide as soon as he ‘s heading in my direction. He’s like a chemical weapon.
Man : Same here, but he corners you and then you get his painfully elaborate stories right in your face. It’s sick !
Woman : Ewe
Seb : Hhhhello there
Man : oh hey, Jasper ?!
Woman : Ho-how are ya ?!
VO : Didn’t see that one coming, did you. Just like bikes in traffic. Always keep your eyes peeled, always. A message from Bike For Brussels.