Title | The Road |
Agency | Happiness Brussels, an FCB Alliance |
Campaign | The Road |
Advertiser | OVK / PEVR (Parents of Child Road Victims) |
Brand | Parents of Road Victims |
Date of First Broadcast/Publication | 2023 / 10 |
Business Sector | Road Safety |
Story | Users of Belgium’s biggest streaming platform, Streamz, discovered an unusual trailer. A trailer that promotes watching “The Road”. Meaning: not a movie or series, but the actual road. Research from the Belgian Traffic Institute* (VIAS) shows that 7% of Belgian drivers have watched a movie or series while driving. The trailer looks like it’s promoting a suspenseful movie worth watching. Like many other trailers, it shows quotes from movie critics. Only in this case, the critics are the parents of real road victims, urging viewers to watch the road. With quotes like “don’t miss a second”, “you need to see this”, or “a must-watch”. Ending with a simple, but powerful message: watch the road. |
Media Type | Branded Content |
Length | |
Chief Creative Officer | Geoffrey Hantson |
Creative Director | Katrien Bottez |
Executive Creative Director | Philippe Fass |
Managing Director | Hans Smets |
Creative Team | Frederik Clarysse |
Executive Producer | Bart Vande Maele |
Editor | Simon Schuurman |
Head of Design | Dries Lauwers |
Designer | Lore Snauwaert |
Designer | Emilie Wauthelet |
DTP | Loïc Lenoble |
Assistant Producer | Francis Bosschem |
Sound | Jen Connolly Raygun |
Executive Creative Direction | Karen Corrigan |
Account Executive | Raphael Naudts |
Lead Production Artist | Arthur De Wachter |
MOTION DESIGN | Remke Faber |
Music | Jaan Hantson |
Sound Designer | Jaan Hantson |
Director | Delano Sookha |
Director of Photography (DOP) | Delano Sookha |