| Title | FEET (TRADEMARK) |
| Brand | BRUSSELS MOBILITY |
| Product/Service | PROMOTE WALKING FOR SHORT DISTANCES |
| Category |
F08. Market Disruption |
|
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 |
Please tell us how disruption in your market inspired the work
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 wanted to disrupt and reframe the way people think about walking by presenting it as the cheapest, most readily available solution for short distance travel.