bob
BOB vind je overal / BOB est partout
Client: BOB / VIAS
Country: Belgium
Services: Advertising, Design studio, Strategy
Sector: Mobility & Services
Timing: Since 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
In 2025, the 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.
Beyond
In 2026, we built further on the "BOB is overal" campaign with dedicated festival and football variations for the summer.
