Watch the road, not the phone


AWSR: watch the road, not the phone


Smartphones and driving do not mix. Everybody knows this. Yet we all have this bad habit of reaching for our phone when it rings, even when we’re driving. 

To address this issue, the Walloon Road Safety Agency (AWSR) has called upon the strategic and creative department of Serviceplan. The campaign consists of a poster and a radio spot. The latter ties a mobile ringtone to a positive message. When the phone rings, the driver hears “t’occupe pas de moi, regarde devant toi” (“Don’t mind me, just watch the road”). 

The ringtone used in the radio spot is available for download on the AWSR website for Android and Iphone.

Client: AWSR
Contacts: Anne Salmon & Marine Yvergniaux
Agency: Serviceplan
Account manager: Aurélie Bouchez
Strategic Director: David Burny 
ECD: Benoit Vancauwenberghe
CD: Quentin Watelet 
Creative / Art Director: Louis Roba
Creative / Copywriter:  Alexandre Grevesse
Design: Denise Hermo & Benjamin Gaspart
Studio: Bleu Nuit

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Radio spot


Nancy Delhalle

Chief Marketing Officer

+32 2 774 01 00