In short
Not everything has to be fast, faster, fastest. For 20 years, Trage Wegen has been championing the beauty and value of forgotten paths, those small but mighty trails that connect communities, nature, and history.
For the big anniversary, we launched the first-ever ‘Traagste Weg’ award, a playful yet meaningful way to get people involved. Citizens, municipalities, and organizations could nominate their favorite slow roads, and the public got to vote on which path deserved to be crowned the slowest in Flanders and Brussels.
The challenge
How do you make slowness exciting in a world obsessed with speed? The campaign needed to be more than just a celebration, it had to activate people to think differently about public space and mobility.
The insight
People value slow roads, but they often take them for granted. By turning them into something to celebrate, nominate, and vote for, we gave communities a reason to rediscover and protect these hidden gems.
The outcome
Supermachine crafted a campaign that turned going slow into a movement. We designed a visual identity and social media campaign that encouraged people to nominate and vote for their favorite slow roads. The competition sparked community pride, with municipalities, walkers, cyclists, and nature lovers rallying behind their favorite paths.
The winning road got its own moment of fame, with an official press event, signage and a godfather to champion its cause. And with the campaign’s reach, more people than ever realized: slow roads are worth the detour
