The Hug

AKQA Brussels devised a new campaign for VSV on the occasion of the motorcycle season. At the beginning of spring, many motorcyclists awaken from their winter sleep. And that requires some extra attention from motorcyclists in Flanders. To make people aware that motorcyclists are vulnerable, and to encourage them to look even more closely, VSV is now launching an emotional film around ‘a hug’ and a powerful sticker. Spring is back in the country, and that means more motorcyclists on the road. Only they are not always as visible, but a lot more vulnerable than motorists. That is why the Flemish Foundation for Traffic Studies (VSV) - in collaboration with AKQA Brussels - is launching a new campaign calling for double attention to motorcyclists. The agency came up with the creative insight that every motorcyclist has someone waiting for him or her. And that deserves our utmost attention.

The film revolves around a hug - the way passengers cling to the motorcyclist as they ride along. That hug is used as a metaphor for anyone who waits at home for a loved one while they take to the track on a motorcycle.

To reinforce that message, a cinematic approach was chosen. Jef Boes (Initials L.A.) - an avid motorcyclist himself - went to work on the script with great care and love. To enhance the impact of the film, he chose to put together a crew that also rides motorcycles. The result is a gripping film that should touch motorists and make it clear how vulnerable motorcyclists and their loved ones are.

The outdoor campaign is currently running along Flemish freeways, with a striking sticker as a central element. Literally even: the poster depicts a motorcycle helmet with the message ‘Daddy on board’.