Safety Cake: the cake that can save lives

Safety Cake: the cake that can save lives

mortierbrigade develops the first Safety Cake met RYD and Renault

The first cake that can save lives. In collaboration with Responsible Young Drivers and Renault, mortierbrigade came up with the 'Safety Cake'. A cake specially designed to confront motorists with their driving behavior. An awareness campaign to promote safer driving in an original way and to broach the subject of reckless driving in a positive manner. 


Would you treat a cake better than you would your friends? That's the question we wanted to ask motorists with this campaign. Because research shows that when Belgian motorists have food on the passenger seat 87% of them drives with extra care.

For this reason mortierbrigade came up with the Safety Cake. A beautiful and fragile piece of pastry that has an immediate impact on the motorists' driving behavior. Joost Berends, Creative Director at mortierbrigade:

"The idea started from the principle that we drive more careful when we transport food on the passenger seat, like for instance a pizza, some Chinese takeaway or a cake. An inquiry further confirmed this observation. With the Safety Cake we seek to bring across a very clear message about our driving behavior not being very logical, in a way that people can recognize. Because why wouldn't you be just as careful with your passengers as with the cake standing next to you?”

With the hashtag #TreatYourFriendsLikeACake mortierbrigade invites motorists to treat their friends like a cake: that is with care.

Laura Gonzalez Schena, coordinator at RYD:

"With the Safety Cake we want to address road safety in an original and positive way. We don't want to moralize or point fingers, yet seek to open the discussion with a positive message.”

The Safety Cake is part of a global awareness campaign and also has a wide social component, in order to reach as many young people as possible. With the hashtag #TreatYourFriendsLikeACake RYD and Renault invite young motorists to treat their friends as they would a cake. Motorists can find the campaign movie on, along with the recepy to drive safely.

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About mortierbrigade

mortierbrigade is an independent creative agency based in Brussels. They build winning brands that persuade consumers to choose your brand over others with the ‘who dares wins’ methodology: a combination of smart brand experiences and creative omnichannel campaigns. Their expertise ranges from brand strategy to digital design, multichannel campaigns, social strategy and influencer & PR management.

Since 2004, mortierbrigade did not only become the favourite spot for creative talents to develop themselves. It also became one of the most successful agencies in Belgian history, winning more than 30 Cannes Lions, including one Titanium, proud member of the global FWA hall of fame, 3 Eurobest Grand Prix, 8 Effie Awards and many others.

mortierbrigade works for clients such as Barry Callebaut, Bike for Brussels, Canvas, Cristal, De Morgen, De Warmste Week, DreamLand, Equal Pay Day, Famiris, Hans Anders, Humo, ING Belgium, Lampiris, Levi’s, Marie-Jo, National Lottery, Pink Ribbon and STIB-MIVB.

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