Mikado

let’s behave

client

sécurité routière luxembourg

expertise

audiovisual

year

2020

collaboration

moast creative studio

Briefing

How can we encourage adults to practice courtesy behind the wheel in a polite and fun way? The Road Safety Authority Luxembourg entrusted us with this real challenge. Incivilities such as insults, rude gestures, or discourteous behavior are not punishable, and everyone has already felt that sense of impunity while driving.

Solution

With a limited budget, we set out to confront drivers with their own behavior, reminding them that we all serve as role models for children. In collaboration with Moast, we humorously highlighted these thoughtless gestures, creating a campaign that not only resonates with viewers but also holds up a mirror to their own driving habits.

Results

The 40-second film was released in cinemas and on television, supported by 10-second social media clips. The campaign achieved outstanding results, with over 75,000 views on YouTube — not including TV and cinema audiences — and earned multiple distinctions: second place at the Campagne of the Joer 2024 organized by adada, and a Silver Leo Award in the Non-Profit Campaign category.