Over the past few years, the number of road users has increased and the number of new types of means of transport has grown; just think of the electric steps or motorized skateboards.

Urban traffic is becoming busier and more complex, and road users are becoming increasingly intolerant. That is why Politie Antwerpen and Stad Antwerpen worked with us on a creative campaign that responds to the different problems, target groups, locations and means of transport.

For the creation, we selected four recognisable traffic situations in the city of Antwerp in which shadows reflect the behaviour of road users. To complement the campaign, we also created some animations of the images.

To kick off the campaign, several children were asked to describe, in front of the lens, their unfiltered opinion of their parents’ or relatives’ behaviour in traffic.