‘Graag Traag’, the new traffic campaign of the city of Antwerp was picked up by the foreign press. In the new speed campaign, the typical smiley and gloomy smileys are replaced by faces of neighbourhood residents.
The campaign was designed by the well-known Antwerp advertising agency Duval Guillaume. For the “Graag traag” campaign, local residents were asked to upload a laughing and gloomy selfie. When someone walks past a speedometer at an appropriate speed, a smiling face will appear on an display. When someone passes at excessive speed, a gloomy selfie is shown.
The campaign drew the attention of British Broadcasting Corporation, BBC, which gave attention to it on its website. The advertising agency Duval Guillaume also released an English-language video, promoting the campaign.