bob
BOB vind je overal / BOB est partout
Client: BOB / VIAS
Country: Belgium
Services: Advertising, Design studio, Strategy
Sector: Mobility & Services
Timing: 2025
Question
For BOB’s 30th anniversary, the challenge was to refresh an iconic Belgian campaign for a new generation. How could we move BOB beyond a late-night warning and reposition it as a positive, conscious choice made in advance? And how could we show that today, there are more safe ways to get home than ever before.
Approach
We introduced "BOB vind je overal / BOB est partout", built around a clear, recognisable key visual with a simple but powerful idea: BOB isn't an exception, BOB is everywhere. The campaign came to life through OOH visuals in cities and along highways, eye-catching graffiti murals in the streetscape, and storytelling digital content asking all Belgians "What is your BOB-reflex?".
Results
The new campaign received broad coverage in national press as it was visible for a full month along all major roads across the country. Additionally at a local level, the campaign generated many positive reactions to the murals and social stories.
