Users of Belgium’s biggest streaming platform, Streamz, discovered an unusual trailer–one that doesn’t promote watching a movie or series but rather instead keeping your eyes on “The Road.” Research from the Belgian Traffic Institute shows that seven percent of Belgian drivers have watched a movie or series while driving. Thus this trailer implores folks to watch the actual road in front of them–and nothing else.
Directed and filmed by Delano Sookha, the trailer at first looks like it’s promoting a suspenseful movie. Like many other trailers, it shows quotes from movie critics. Only in this case, the critics are the parents of real road victims, urging viewers to watch the road. With quotes like “don’t miss a second,” “you need to see this” or “a must-watch,” the trailer ends with a simple but powerful message: watch the road.
“When we were asked to support this campaign, we were immediately convinced of its value and relevance. We’re happy to support this campaign and give it the visibility it deserves,” said Isabelle Maselis, head of branding & marketing communication at Streamz.
This campaign is a partnership between Parents of Road Victims and Streamz. “We’re thankful to have Streamz, the biggest Belgian streaming platform, as a partner,” said An Vandeborne, director at Parents of Road Victims. “People already know drinking and driving, social media and driving, texting and driving are problems. Now we want to make them aware of a new life-threatening issue: streaming and driving. People can enjoy, and even binge watch, their favorite content, but not while driving. Not when they put themselves, others and children, in danger. We hope that this trailer reaches the 7% of Belgian drivers in the place where they look for content, and makes them think twice.”
The campaign was conceived and produced by Happiness creative agency in Brussels. The soundtrack is the work of the young Belgian musician-composer Jaan Hantson.
Besides the trailer, the campaign also includes a print ad and digital out-of-home billboards.
