Title	THE INVISIBLE CYCLIST: SEBASTIAN
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

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: Isn’t that new guy creeping you out a little bit? That Sebastian? Woman: Haha, ow yeah, it’s like he’s never learn to ssspeak. Man: Greetings, my name is Sebastian. Woman: Did you reccceive my dossier? Man: This week’s dossier? Yes yes yes Sebastian: Enjoying yourselves? Woman: Ohhh hey Sebastian. Sebastian: Do you mind if I sit here? Man: No, go ahead mate. 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.