FEET (TRADEMARK)

TitleFEET (TRADEMARK)
BrandBRUSSELS MOBILITY
Product/ServicePROMOTE 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
Name Company Position
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.