THE INVISIBLE CYCLIST: JASPER

Short List
ClientBRUSSELS MOBILITY
Category A07. Travel
TitleTHE INVISIBLE CYCLIST: JASPER
Product/ServiceBIKE FOR BRUSSELS
Entrant MORTIERBRIGADE Brussels, BELGIUM
Idea Creation MORTIERBRIGADE Brussels, BELGIUM
Media Placement INITIATIVE MEDIA Hoeilaart, BELGIUM
Production RAYGUN Brussels, BELGIUM
Credits
Name Company Position
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.