The use of alcohol, drugs and medication has a detrimental effect on driving. This high-risk behaviour is mostly committed by men aged 18 to 30. To raise awareness among young Brussels residents, VO Citizen and Voice opted for a hard-hitting approach that speaks to the Netflix generation: the launch of Barlos, a fake police series that has a 100% Brussels vibe and played brilliantly on the cinematic codes of successful series, with the involvement of Brussels influencers. BARLOS aimed at sending out a strong but light-hearted message to remind people of the risks involved and the rules to be observed.
The number of accidents involving pedestrians is almost twice as high in Brussels from October to March as during the rest of the year. This is due to the darkness and the more difficult weather conditions. VO Citizen launched a new campaign for Brussels Mobility (Brussels Regional Public Service), to raise awareness among all road users to be more careful and visible on the road. This campaign was inspired by the graphic universe of Frank Miller (Sin City).
VO-Citizen, together with Brussels Mobility, produced an offbeat campaign with the aim of drawing the attention of drivers to the dangers of irresponsible driving. Like Mr Wheeler, a perfectly respectable person can turn into an aggressive monster once in traffic. Combining the ridiculousness of Power Rangers monsters with the kitsch of B-movies, this offbeat campaign invites drivers not to let themselves be transformed into monsters when they have a heavy foot on the accelerator, and to remain zen for their well-being and that of others.