One cyclist in four rides without a bike light in Brussels (I believe the numbers are even higher in Portland, OR), putting themselves and others at risk of serious accidents.
When cyclists without lights entered the tunnel they were detected by sensors, triggering an interactive animation on a LED screen that ended in a simulated accident with a car.
Philippe De Ceuster, partner and creative director at mortierbrigade, says, “Years of traditional campaigns were unable to change people’s behaviour when it came to using bike lights. Research showed that cyclists believed they were sufficiently visible in the surrounding city lights, even though they were not. So we decided to show them they were invisible, because sometimes you have to see it to believe it.”
The Bike Light Lane was placed on one of the busiest bike lanes of the European capital. It was installed on the first day of wintertime, traditionally one of the most dangerous moments for cyclists as their daily routes were suddenly plunged into darkness an hour earlier.