In short
Biking in Ghent should be fun and safe, but too many young cyclists were biking without proper visibility. Enter “Zie Mij Gaan” (“See Me Rolling”). A campaign that made bike lights cool by blending style with safety. With reflective sticker postcards, social media buzz, and bold motion design on campus screens, we created a safety message that actually resonated with students.
The challenge
How do you get young cyclists to take visibility seriously without sounding like their parents? The goal was clear: turn safety into something stylish, fun, and impossible to ignore, all while working within a tight budget.
The insight
Safety doesn’t have to be boring. By fusing functionality with creativity and speaking the language of young cyclists, we could make visibility a badge of pride, not just a necessity.
The outcome
The campaign lit up Ghent, literally and figuratively. Reflective sticker postcards became a hit, motion graphics on campus screens grabbed attention, and social ads drove the safety message home with humor and flair.
