Ads shine light on yet another driving danger—video calls

Campaign from Happiness Belgium uses familiar icons to spell out victims

Published On
Aug 09, 2021

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We've all been warned of dangers of distracted driving and phones at the wheel for many years now, but with the pandemic and the advance of remote working and video calls, now there's a new hazard to consider.

FCB's Brussels agency Happiness has created a campaign for its client Parents of Road Victims. It depicts the dangers of listening in on video calls while driving—by using the familiar icons of people's initials that pop up during a call on video conferencing platforms. The initials spell out words indicating the victims of distracted driving; children, a runner, a skater, cyclists, a roadworker, a pedestrian. They stand out illuminated against a low-lit backdrop of mangled cars and the aftermaths of crashes, together with the words: "Keep your eyes on the road. Not on your video call." 

The campaign is running across print and outdoor, including bus shelters, in Belgium. It's particularly aimed at young people, reflecting the fact that Belgians under 25 are more than twice as likely to say they make or receive video calls while driving—in fact, one-third of young drivers in the country admit to this. 

Cyclists ad

Paperboy ad

Pedestrian ad

Roadworker ad

Runner ad

Skater ad


Aug 09, 2021
Client :
Parents of Road Victims
Agency :
Client Contact :
Koen van Wonterghem
Client Contact :
Alexia Creton
Business Director :
Hans Smets
Chief Creative Officer :
Geoffrey Hantson
Executive Creative Director :
Katrien Bottez
Concept Provider :
Tom Berth
Concept Provider :
Geert De Rocker
Copywriter :
Stephane Opdenbosch
Design & Animation :
Dries Lauwers

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