Product/ServiceVOLVO XC40
Category E03. Technology
Idea Creation FAMOUSGREY Brussels, BELGIUM
Media Placement MINDSHARE Brussels, BELGIUM
Media Placement 2 CLEAR CHANNEL Vilvoorde, BELGIUM
Production LANDVOGEL Antwerp, BELGIUM
Production 2 FISHEYE Gent, BELGIUM
Additional Company VOLVO CARS St Agatha Berchem, BELGIUM
Name Company Position
Balder D'hondt Volvo Cars Belux Consumer Experience Director
Lolita Swanet Volvo Cars Belux Marketing Campaign Manager
Peter Ampe FamousGrey Creative Director
Antoine Wellens FamousGrey Creative
Vanessa Hendrickx FamousGrey Creative
Olivia Naudts FamousGrey Account Director
Matthias Roose FamousGrey Account Manager
Klaartje Vanmulders FamousGrey Account Executive
Maarten Breda FamousGrey Experience Director
Sacha Lempereur FamousGrey Digital Designer
Floris Adriaenssens FamousGrey Strategic Planner
Wies Dickens FamousGrey Digitial Strategic Planner
Stijn Swinnen FamousGrey Webmaster
Marlies Neudt Famous Productions (part of FamousGrey) Agency Producer
Charlotte Bodson Famous Productions (part of FamousGrey) Agency Producer
Kurt De Leijer Landvogel Director
Piet Steyaert Landvogel DOP
Yannick Verdonck Landvogel Executive Producer ( production agency)
Maud Van Parys Landvogel Producer ( production agency)
Sven Van Hee Famous Productions (part of FamousGrey) Editor
Martijn Ravesloot Landvogel Music
Jean Waterlot Landvogel Music
Dan Klein Landvogel Music
Eli Sundermann Famous Productions (part of FamousGrey) SFX & Mix
Pieter Troch Fisheye Project Manager
Kobe Roels Fisheye 3D artist
Roel Kint Fisheye Development
Charlotte Massa Mindshare Client Manager
Julie Andrade Clear Channel Manager Digital Sales
Charlotte Snijckers Clear Channel Strategic Sales
Soufiane Ar Razouki Clear Channel IT & Digital Operations

Cultural / Context information for the jury

In Belgium cycling is on the rise. During the first lockdown in 2020, the use of bicycles exploded, especially in big cities like Brussels (+64% in 2020). However, infrastructure is lagging behind. Government investments are unable to follow the sharp increase of cyclists, resulting in unfit and dangerous situations for all road users. This led to the fact that, although fatal traffic accidents in Belgium have halved the last 15 years, fatal accidents involving cyclists have risen by 25%. In most cases, the blind spot is one of the main causes of serious or fatal bicycle accidents. As far back as 2004, Volvo already tried to deal with this problem by creating the first blind spot detector. Today, with the increasing number of cyclists on city roads, we found it appropriate to highlight the importance of its BLIS (Blind Spot Information) system once more.

Please outline the innovative elements of the work

Using an everyday medium in an unexpected way, we turned an otherwise plain media touchpoint into a helpful tool that adds value to our consumers' lives and everyday experiences, making Volvo’s safety vision relevant to its target audience in an entirely new way. We took the BLIS technology of Volvo’s blind spot detection system out of the car and put it into a digital billboard. We’ve installed sensors on top of a DOOH to detect all movement in the street and filter cyclists from a distance of 45 meters. As soon as a cyclist approached, a 3D animation in real-time appeared accompanied by a warning sign for the drivers. Both the distance to the DOOH and the speed of the cyclist are displayed synchronously in this animation. An extra warning is displayed when the cyclist is about to cross the side street, urging the driver to stop before turning right.