The first Crashmob campaign ever. It’s is the start of a new campaign from the Dutch Fietsersbond, the oldest bicycle promoting NGO in the Netherlands.
The campaign entitled ‘I want to see you’ (Ik wil je zien) is designed to promote the use of bike lights.
The Netherlands is one of the best cycling countries but there are many cyclist riding unsafely by not using lights at night. The campaign targets young people between 13 and 25 years with this road safety version of a flashmob.
They surprised cyclists without lights with the possible effects of their dangerous behaviour. They did it with dancing policemen, music from the popular Partysquad and the choreography by Juvat, the winner of the Dutch version of So You Think You Can Dance.
Only slightly more than half of Dutch people under 25 use their lights at night. Time for a more direct approach, without being pedantic. The prevention of penalties and the importance of bicycle lighting for yourself and other road users is the main message in this Crashmob video.
The campaign start at the end of October is no coincidence, it’s the end of the Daylight saving time.
The Making off (in Dutch):
Campaign Manager Fietsersbond: Jorn Wemmenhove
Project Manager Fietsersbond: Michiel van Esch
PR Officer Fietsersbond: Arien de Jong
PR Officer: Tamara Bok
Creative director: Hesling Reidinga
Partner: Rikki Khanna
Producer: Gemma Trounce
Production Company: Brenninkmeijer & Isaacs
Director: Coen Stroeve
Executive Producer: Jelani Isaacs
Producer: Yvonne Knook
Production Manager: Tialda Lublink
Choreographer: Juvat Westendorp, Gregory‘Shaggy’ Albertzoon
Muziek: Jayh/The Partysquad