THE INVISIBLE CYCLIST: ROB
Title | THE INVISIBLE CYCLIST: ROB |
Brand | BRUSSELS MOBILITY |
Product/Service | BIKE FOR BRUSSELS |
Category |
A07. Travel |
Entrant
|
MORTIERBRIGADE Brussels, BELGIUM
|
Idea Creation
|
MORTIERBRIGADE Brussels, BELGIUM
|
Media Placement
|
INITIATIVE MEDIA Hoeilaart, BELGIUM
|
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
- Do you know Julia ?
- Which one, Rob’s girlfriend ?
- Yep
- What about her ?
- Welllll I kind of… you know (smile)
- Nooo, you didn’t !
- If you tell anyone I’ll kill you.
- You sick bastard ! And ?
- Insane ! 5 times dude, pure nympho, she’s an animal (..)
- You’re joking, right ?
- Heyyyyyy Rob !
- (silence)
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.