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City of Ghent: Tram tracks
Ghent is a fan of cyclists. But those cyclists are not always fans of Ghent, or at least of its streetcar tracks. Because those can be quite dangerous. Fortunately, City of Ghent has some valuable tips to minimize that danger. The best way to share those tips? A wise animation video, of course.
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
There's no getting around it: in Ghent, you will encounter kilometers of streetcar tracks. As a cyclist, you have to be careful and follow some important rules of thumb. Crossing diagonally, for example, and strategically choosing whether to cycle between or along the tracks.
It's a sensitive subject, because a lot of cyclists hate Ghent's streetcar tracks. That is precisely why it is important to share our advice in the right way: a helping hand rather than a pointing finger.
Our solution
Just like in the video we were privileged to make for the City of Ghent about safe cycling behavior, we let the city itself do the talking. Like a concerned mom, she shares her wisdom. Did you know, for example, that there are arrows where it's best to cross the streetcar tracks? Or bicycle icons to indicate where it's best to cycle between or along the tracks?
Thanks to the playful tone and recognizable scenes, we keep it lighthearted and positive. So that the viewer continues to enjoy watching, from beginning to end.
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