Volvo - "Be Safe, Be Late : Jaden (fr)"

FamousGrey

FamousGrey Groot-Bijgaarden, Belgium

5041

This ad is part of the ACT Responsible Collection

Brand: Volvo
Country: Belgium

Advertiser: Volvo

Title	Be Safe, Be Late : Jaden (fr)
Agency	FamousGrey
Campaign	Be Safe, Be Late
Advertiser	Volvo
Brand	Volvo
Date of First Broadcast/Publication	2020 / 8
Business Sector	Cars
Tagline	Be Safe, Be Late - Be Late For Work
Story	Volvo Belgium makes a general appeal to allow all Belgian drivers to be late for work on the first day of school. This is how the brand wants to offer Belgian parents a less chaotic morning rush. The ‘Be Safe, Be Late’ campaign is a reaction to the results of a survey on national road safety conducted by Vias institute, which showed that stress of bringing kids to school and trying to be on time for that first meeting is a major cause of reckless driving and accidents.
Philosophy	Most exciting day of the year The campaign, aimed at all Belgians, is an initiative by Volvo and has already gained support from an impressive group of Belgian companies, who will allow their employees to arrive late for work on the 1st of September. This exciting day marks the first day of school for children in Belgium aged 3 to 18 years old. Their parents are often just as stressed; 40% of the Belgian parents say they feel stressed, and 25% even feel anxious, according to a survey conducted by Volvo. These sentiments of pressure lead to more accidents, according to the Vias institute survey: commutes from and towards school occupy 85% of the traffic during morning rush (from 7 to 9 am) and unfortunately, 44% of accidents occur during this intense period in traffic. That’s why FamousGrey came up with the ‘Be Safe, Be Late' campaign for Volvo to make the 1st of September the safest day of the year instead. The true stars of the campaign… The powerful message of this campaign does not only appeal to parents, but also calls for employers to offer more flexible working hours on this particular day. And of course, children steal the show in this campaign, as they are our most precious passengers. The images of the campaign were shot by Belgian photographer Frieke Janssens and are spread via social media and DOOH. This is supported by PR- and influencer campaign, developed by Famous Relations. Of course, Volvo sets the example and has announced that they will be starting late at work together with their partners on the 1st of September. A great number of Belgian employers signed up as well, such as Deutsche Bank, Proximus, JCDecaux, Basic Fit and Mindshare. A landing page helped employers to implement this initiative by offering communication material.
Media Type	Social Media
Length	15 seconds
More Information	https://www.volvocars.com/nl-be/c/BeSafeBeLate
Advertising Manager	Balder D’hondt
Advertising Manager	Lolita Swanet
Advertising Manager	René Aerts Jr.
Creative Director	Peter Ampe
Creative Team	Yana Gestels
Creative Team	Zoé De Priester
Account Management Team	Olivia Naudts
Account Management Team	Matthias Roose
Account Management Team	Klaartje Vanmulders
Strategic Planner	Floris Adriaenssens
Production Director	Charlotte Bodson
RTV Production	Marie Libouton
Photography production	Bounce Rocks
Executive Producer	Roxane Lemaire
Producer	Lauranne Crahay
Photographer	Frieke Janssens
Post Production	FamousGrey Productions
Editor	Sven Vanhee
Editor	Jasper De Ryck
Post-production Producer	Sara De Grave
Sound Production	FamousGrey Productions
Web Team	Nele Boets
Web Team	Stijn Swinnen
Web Team	Kaspar Verstraete
DTP	Anne-Sophie Tonnelier
PR Agency	Famous Relations, Groot-Bijgaarden
PR Team	Kathy Van Looy
PR Team	Déborah de Klerck
PR Team	Astrid Mattelaer
Media Agency	Mindshare Belgium
Media Team	Charlotte Massa