| Title | VOICES OF BRUSSELS |
| Brand | STIB/MIVB |
| Product/Service | BRUSSELS PUBLIC TRANSPORT |
| Category |
A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
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Entrant
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MORTIERBRIGADE Brussels, BELGIUM
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Idea Creation
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MORTIERBRIGADE Brussels, BELGIUM
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Media Placement
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MORTIERBRIGADE Brussels, BELGIUM
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PR
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MORTIERBRIGADE Brussels, BELGIUM
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Production
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MORTIERBRIGADE Brussels, BELGIUM
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Credits
| Geoffrey Masse |
mortierbrigade |
Art Director |
| Nicolas Mouquet |
mortierbrigade |
copywriter |
Why is this work relevant for Direct?
We brought Brussels citizens what they missed the most during lockdown: voices of their families and friends.
Using a bus to play voice messages from loved ones outside people's homes.
Background
People of Brussels were separated from their friends and families. It was especially hard for the elderly, who have limited access to technology like Messenger, What’s app or video calls.
As public transports, our daily task is to bring people together.
So how could we keep on doing what we do the best in those difficult times?
Describe the creative idea (30% of vote)
We brought Brussels citizens what they missed the most during lockdown: voices of their families and friends.
Using a bus to play voice messages from loved ones outside people's homes.
Describe the strategy (20% of vote)
People of Brussels were separated from their friends and families. It was especially hard for the elderly, who have limited access to technology like Messenger, What’s app or video calls.
As public transports, our daily task is to bring people together.
So how could we keep on doing what we do the best in those difficult times?
Describe the execution (20% of vote)
We launched a special electric bus which, instead of carrying people, carried audio messages from inhabitant of Brussels intended for grandparents, family members, healthcare workers or simply the person they missed the most, so it can be played to them.
Residents just had to record audio messages on Messenger and send it to @lastib, along with the address of the recipient. That way, the bus could drive to people’s door and play the messages in the street.
Bringing the empty silent street of Brussels back to life for a little while.
We planned everyday a different route passing through every district of Brussels to deliver as most love messages as we could.
List the results (30% of vote)
People of Brussels were deeply touched but not only, it inspired people around the world with 0% negative sentiment. Bringing hope and joy in those lockdown times.
818 messages shared in 48 hours
The bus broadcasted messages across 250 kilometers in the city (7 times the size of Brussels)
0% negative sentiment
39 countries shared the idea hitting several tv news (sky news, fox news, Nos and Belgian national tv)
1,1 billion impressions
392 news outlets
But most importantly:
25 birthday wishes
20 declarations of love
1 wedding proposal