Title | FEET (TRADEMARK) |
Brand | BRUSSELS MOBILITY |
Product/Service | PROMOTE WALKING FOR SHORT DISTANCES |
Category |
A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
Entrant
|
MORTIERBRIGADE Brussels, BELGIUM
|
Idea Creation
|
MORTIERBRIGADE Brussels, BELGIUM
|
Media Placement
|
JCDECAUX Brussels, BELGIUM
|
Production
|
FLEDGE.TV Sint-Niklaas, BELGIUM
|
Credits
Joost / Philippe / Jens Berends / De Ceuster / Mortier |
mortierbrigade |
Creative Directors |
Nicolas Gaspart |
mortierbrigade |
Copywriter |
Fred Zouag |
mortierbrigade |
Art Director |
Cultural / Context information for the jury
For shorter distances there’s plenty of options from bikesharing to electric steps. Unfortunately a lot of these products end up as waste because they often get thrown away instead of repaired. This is why we had to get people walking again for those shorter distances. However, the people of Brussels simply don’t think about walking when they need to get from A to B. For them, walking is something you do to stroll around the city or when you’re on a break.
We needed to reframe the way people think about walking by presenting it as the cheapest, most readily available solution for short distance travel.
Is the poster / billboard larger or smaller than a 6 sheet poster (1200 x 1800mm)?
Some were placed in the JC Decaux network, others were wild postering floor paintings.