Parents of Road Victims - "The Road"

Happiness Brussels, an FCB Alliance

Happiness Brussels, an FCB Alliance Bruxelles, Belgium

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This ad is part of the ACT Responsible Collection

Brand: Parents of Road Victims
Country: Belgium

Advertiser: OVK / PEVR (Parents of Child Road Victims)

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	Outdoor/Out of Home
Length	90 seconds
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