mortierbrigade is insulting cyclists for Bike for Brussels

It isn’t always easy to get around Brussels by bicycle and cyclists are often undervalued. Many of them have horns blown at them and get insulted during their journey. Insults they really don’t deserve, as they bring a lot to the city in terms of mobility and the environment. In the new campaign for Bike for Brussels, mortierbrigade is delivering a message to other road users: if you want to insult cyclists, at least insult them for the good that they are doing.

147 tonnes of CO2 …

… is the quantity of emissions saved by bikes every day in Brussels. It is the equivalent of 14 HGV trucks. Brussels counts on average 210,000 bicycles per day with an average of 5 km each. Considering that a car emits the equivalent of 140g of carbon dioxide per kilometre, this means that each bike saves 700g of CO2 per day. Making a total of 147,000 kg per day.

Joost Berends, Creative Director & Partner at mortierbrigade:

“With this campaign, we want to encourage the various road users to show each other mutual respect. The positive insults are illustrated using friendly monsters on different posters, along with radio ads with motorists in full-on road rage, screaming like crazy at cyclists.”

At the Van Praet bridge, motorists will discover an interactive panel which will calculate in real time the number of cyclists circulating in the capital and the corresponding amount of CO2 emissions that have been saved thanks to them. It’s a nice way to demonstrate that cyclists have a positive impact and to encourage other road users to show them the respect they deserve.

The campaign is being launched just before the opening of the Brussels Motor show, a key moment when a lot of people go car shopping. A perfect timing to deliver a humorous and positive message about cyclists.