A little while ago, the Belgian government all of the sudden lowered maximum speed on the highway to 90 km/h. I didn’t quite realise it in the morning because I missed the news, but I just thought it was super the entire left lane was free. At work, I heard that there was a reason for that, namely that small particles of dust were in the air, causing smog. And that the maximum speed was 90 km/h. Bummer. The way home went slow :( – But, Sloggi, the underwear brand, came up with a nice entertaining guerrilla campaign. A foursome of underwear models have been put on a bridge over the freeway, holding up signs with the domain name smoggi.be and signs with the temporarily forced speed limit. The domain name holds a countdown to some sort of game, should you care.
Agency: Indus Brand Activation (Belgium)
Thanks, David