OVK VIAS Parents Of Road Victims

Key rings

Agency: Happiness


In Belgium ‘Bob’ is a first name. But it’s also the ultimate symbol of ‘designated driver’. The name was installed through the Bob campaign that has been running since 1995. The word ‘Bob’ is so iconic that you can find it in Dutch dictionaries, and several other European countries adopted the word and the campaign. For 25 consecutive years the police have been organizing alcohol checks where they hand out Bob key rings to drivers who didn’t drink. 98% of all Belgians know exactly what BOB means. Nevertheless, Belgians continue to drink and drive. Still 1 out of 5 road accidents is due to alcohol.
That is why Belgian Traffic Institute VIAS and the organisation Parents of Road Victims are launching a remarkable campaign: in addition to the well-known Bob key ring for responsible drivers, the police will also hand out key rings to drivers who did drive under the influence. No Bob key rings of course, but key rings with the names of children who fell victim to a driver driving under the influence: Axelle, Corwin, Nathan, Laetitia ... The confronting 'non-Bob key rings' have the same typical font and the same yellow colour as the iconic Bob logo. OVK and VIAS hope these key rings will have a longer lasting impact than a fine or driving ban.
In a first phase, the ‘non-Bob’ key rings were already handed out on a number of locations during the Christmas holidays. Now the new year has begun, the campaign is reaching cruising speed. January 22nd is the start of the weekend without alcohol. During alcohol checks in several police zones, the police will hand out key rings with the names of eight different young traffic victims to positive-blowing drivers. These offenders will also hear the story behind each victim name. For instance: Axelle, the youngest victim, was only 3.5 years old when she and her mother were hit on the sidewalk by a driver under the influence of alcohol and drugs. In the campaign films and on the website, you will discover the stories of all eight young victims, told by their parents or grandparents. Drivers who were caught during the alcohol checks can afterwards exchange their ‘non-Bob’ key ring for a traffic course at VIAS. This training examines the influence of alcohol on drivers’ behaviour in more detail.

This professional campaign titled 'Key rings' was published in Belgium in January, 2021. It was created for the brands: OVK, Parents Of Road Victims, and VIAS, by ad agency: Happiness. This Integrated medium campaign is related to the Public Interest industry and contains 5 media assets. It was submitted about 3 years ago.


Advertising Agency: Happiness Brussells, an FCB Alliance, Belgium
Executive Creative Management : Karen Corrigan
Creative Director: Geoffrey Hantson, Katrien Bottez

Business Director: Hans Smets
Creatives: Tom Berth, Geert De Rocker, Joris Van der Plaetsen

Connectivity planner: Marina Vandeplas
Influencer marketing: Elise Van Craen
Producer: Arthur De Wachter

Account Executive: Emma Legein
Copy NL: Dee Verwaetermeulen
Copy FR : Alice Amant
Craft & Design Director: Dries Lauwers
Graphic design : Jonathan Kalifat, Dries Lauwers
Motion design: Remke Faber, Karlien Huygels
Sound Production: Raygun

Video Production Hero films: Fledge

Creative Partner: Diederik Jeangout

Executive Producer: Roeland Jeangout

Line Producer: Francis Bosschem
Director: Jaan & Michiel
DOP: Maxime Lahousse
Focus Puller: Joel Bervoets
Steadicammer: Steven Van Volsem
Gaffer: Dries Cumps
Electro: Dries Boons
Geluidsman: Steven Van Roy
Location Manager: Edward Bosschem

Editors: Jaan Stevens, Michiel Venmans

Motion designers: Remke Faber, Karlien Huygels
Colorgrader: Florian Keirse
Song: Lili Grace
Sound: Raygun
Video production Controle films: Bliss
Producer: Arthur De Wachter

DOP: Arno Weijdema

Klankman: Steven Van der Perre, Koen De Leeuw
Motion/edit: Remke Faber
Sound: Raygun

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