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City of Ghent: Cycling behavior
Not paying attention for a moment or were just a little too impatient? Accidents happen quickly on a bicycle, too. However, as cyclists we can do a lot to avoid accidents. That is why the City of Ghent wanted to raise awareness about safe cycling. And they did so with a wise animation video.
The customer
Ghent is a compact city that has the heartbeat of a metropolis. It's a vree wijze place with a glorious past as well as a focus on the future. To keep everything in this city on the right track, the city has many different departments.
The challenge
In a busy city like Ghent, you see plenty of cyclists on the road. Good news for our planet, but one cyclist is not the other. Some are experienced and fast, others a little slower or uncertain. That can make for tricky situations.
Therefore, the City of Ghent wants to make cyclists aware of some simple rules of behavior. We are targeting a very diverse audience. The message must be clear to everyone, without offending them.
Our solution
We decided to let the city herself do the talking. As a narrator, she addresses her cyclists, giving them tips and encouragement for everyday traffic situations. Think about overtaking someone, keeping enough distance and communicating with hand signals. How best to deal with streetcar tracks? We made a separate video for that.
We chose playful and dynamic scenes with a touch of humor. Because that way the message not only comes in better, but also stays longer.
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