Ben – Headless cycling

Although the use of smartphones is forbidden and highly fined in cars, a lot of people in the Netherlands don’t hesitate to use their phones while cycling. This results in a lot of (near) accidents, as Dutch traffic is dominated by cyclists.

A lot of people are annoyed when others use their phones on the road, yet don’t know how to act upon it. For Ben®, we created an awareness campaign and introduced a new, playful word to call those who use their phones while biking.

TV/online commercial

Concept at Etcetera. Film direction by Nils Vleugels, film production by DPPLR. 

Awarded with a bronze Esprix award.

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