| Title | THE PONCHO POSTER |
| Brand | BRUSSELS MOBILITY |
| Product/Service | SUPPORT FOR BIKERS |
| Category |
F05. Cultural Insight |
|
Entrant
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MORTIERBRIGADE Brussels, BELGIUM
|
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Idea Creation
|
MORTIERBRIGADE Brussels, BELGIUM
|
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Media Placement
|
JCDECAUX Brussels, BELGIUM
|
Credits
| Joost / Philippe / Jens Berends / De Ceuster / Mortier |
mortierbrigade |
Creative Directors |
| Nicolas Gaspart |
mortierbrigade |
Copywriter |
| Fred Zouag |
mortierbrigade |
Art Director |
Please tell us about the cultural insight that inspired the work
Brussels Mobility promotes cycling in the city. It does so not only by improving infrastructure, but also by giving cyclists a thumbs up and a helping hand whenever possible. After all, those who are giving the good example deserve a little reward every once in a while.
During the winter a lot of commuters change their bike for warmer modes of transport. But once spring is around the corner, most of them get back in the saddle. Unfortunately, spring in Belgium still means fickle weather: the rain could always surprise you. And on top of that, 2021 was the rainiest year of Belgium’s history.
So we decided to help those early birds who braced the odds and went out cycling anyway by transforming an outdoor media network in a tool to fight the rain.