The campaign warns young people about the dangers of smartphone use in traffic and is inspired by the successful Dutch campaign Miss Nothing by Interpolis.
The centerpiece of the campaign is a controversial video clip by Belgian superstar Pommelien Thijs.
Last week, the campaign was launched in a spectacular manner across all VRT TV, radio and social channels simultaneously.
In the coming weeks, well-known faces from the VRT will be deployed as ambassadors to reach as many young people as possible and to have them promise through a 'pinky promise' to no longer use their smartphones in traffic.
It is the first time that a major Dutch traffic campaign has been given a Belgian remake. Both the Dutch and Belgian campaigns were creatively and strategically developed and produced by Wefilm Creative Agency.
The Dutch Miss Nothing campaign was one of the most successful campaigns of 2023. The campaign is a finalist for the Golden Loeki, won 6 lamps at the Dutch Creativity Awards and the music was awarded Best Advertising Music of All Time. Research showed that 58% of young people who saw the campaign promised themselves that they would no longer use their smartphone while cycling.
