Title	THE PONCHO POSTER
Brand	BRUSSELS MOBILITY
Product/Service	SUPPORT FOR BIKERS
Category	A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Entrant	MORTIERBRIGADE Brussels, BELGIUM
Idea Creation	MORTIERBRIGADE Brussels, BELGIUM
Media Placement	JCDECAUX Brussels, BELGIUM

Name	Company	Position
Joost / Philippe / Jens Berends / De Ceuster / Mortier	mortierbrigade	Creative Directors
Nicolas Gaspart	mortierbrigade	Copywriter
Fred Zouag	mortierbrigade	Art Director

Why is this work relevant for Brand Experience & Activation?

We demonstrate litterally how the customer journey led to increased brand affinity.

Background

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.

Describe the creative idea (20% of vote)

WE CREATED THE PONCHO POSTERS THE "WEAR WHEN WET" COLLECTION POSTERS CYCLISTS CAN ACTUALLY WEAR when it's wet Tearaway posters designed in such a way that you could wear them when the rain surprised you

Describe the strategy (20% of vote)

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.

Describe the execution (30% of vote)

WE PARTNERED WITH TWO FASHION DESIGNERS TO design WEARABLE POSTERS We partnered with 2 emerging Belgian fashion designers to create these wearable posters. The hardest task was to fit everything in 1 by 2 meters, the size of a billboard, and keep the poncho poster as thin as possible. After ripping off the posters, cyclists could find a hidden hood and internal sleeves for a better grip on the bike also. The ponchos was done with recycled waterproof fabric. And in notable colours. Brussels biggest OOH network turned into an emergency poncho provider for cyclists. Brussels Mobility provided 500 ponchos posters divided in 10 different billboards placed on the most important Brussels bike lanes.

List the results (30% of vote)

Brussels biggest OOH network turned into an emergency poncho provider for cyclists. Brussels Mobility provided 500 ponchos posters divided in 10 different billboards placed on the most important Brussels bike lanes. THE 500 PONCHO POSTERS WERE GONE IN 2 HOURS Proving that our atypical loyalty programm was much appreciated by the cyclists and the world of fashion loved it too: “The ultimate example of prêt-à-porter!“ Marie Claire “That’s what we call Functional Fashion” Vogue Belgique “Activewear at its best” Elle Magazine