It’s only when things go wrong that you realize how foolish those excuses really are.
We confront Flanders with its own familiar excuses for driving after drinking or using drugs. These recognizable quotes are projected onto the real consequences they can lead to; real crashes, real victims, real offenders, real lives. What once sounded ‘normal’ suddenly becomes absurd and unnecessary. By turning private self-justifications into a collective mirror, the campaign aims to transform individual excuses into a public wake-up call: there are no excuses.
The campaign brought the conversation about driving under the influence into the living room, the streets, and social media, reaching more than half of Flanders. By debunking recognizable excuses, the realization grew that there simply is no valid argument for getting behind the wheel under the influence... not for yourself and not for anyone else.
Additional content
Beer coasters
The campaign was rolled out in bars and pubs across Flanders in the form of beer coasters with excuses printed on them.
Out of home
Through print advertisements, we reached 53% of all 18-64 year olds in Flanders.
Yet, reading a message or quickly checking something often feels innocent, until you realize what you could lose as a result.
We show what is at stake if you let yourself be distracted by your mobile phone. With a poignant song and a haunting music video by Pommelien Thijs, we make it palpable that one moment of distraction can take away an entire future.
The campaign brought the dangers of mobile phone use in traffic to the attention of a broad audience in an emotional and relatable way. This led to a growing awareness that no single message or phone call outweighs everything that lies ahead."
Credits
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Agency
- Wefilm Creative Agency
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Client
- VRT & Vlaamsche Overheid