The new campaign by Brussels Mobility, intended for young people aged 18-30, diverts the codes of sports betting with biting humour as a reminder that, no matter what mode of transport used, driving under the influence (of drugs and alcohol) kills.
Summer is coming, putting an end to months of lockdown; restaurants and outdoor terraces are welcoming us back to celebrate meeting up again and one month of the Euro Soccer Championship… The time has come to remind people that taking to the road after drinking alcohol or smoking a joint is anything but banal, whether you travel home by car, bike or scooter!
Beat the odds
Further to its “Barlos” campaign in 2020, Brussels Mobility is hitting hard. The new campaign, starring the Belgian actor Guy Staumont (Dikkenek), displays resolutely biting humour and surfs on the wave of sports betting, with a message: “Beat the odds”.
“This campaign is a throwback to the cult character from the film Dikkenek”, explains Nicolas Gaspart, copywriter for mortierbrigade, the agency that designed the campaign with VO. Baudouin tells us how he made a fortune through betting… on future road traffic accidents among young people who get behind the wheel under the influence. Armed with statistics, he speaks directly to viewers and shares his tips and tricks “to make big money!”
The statistics don’t lie: after just one drink, the risk of having an accident increases; alcohol and/or drugs play a part in 11% of serious accidents (with death and injuries) in Brussels. The use of certain substances constitutes a problematic “trend”: in 2020, for example, 14% of Brussels drivers under the age of 34 stated that they had inhaled laughing gas at least once a month before getting behind the wheel (source: Vias).
“It’s fine. I’ve got this!” is not an epitaph.
The campaign is intended for people aged 18-30, concentrating on alcohol and drugs with a special focus on laughing gas (nitrous oxide). It aims to not only inform about the risks, but also suggest simple and effective solutions. Spoiler alert: scooters and bikes are not among them!
Choosing a designated driver, taking public transport to get home – even in the middle of the night thanks to Noctis – or a taxi – even on a tight budget thanks to Collecto – are just some of the ways to avoid an accident… And to celebrate that fact the very next day!
