Young creatives launch a message against road rage

This Monday, 16/07, a bold, surprising, and socially conscious DOOH campaign will be hitting the streets. Behind the idea: Kato Deca (Art Director) and Sander Van Den Broecke (Copywriter) from the agency Serviceplan Group Belux.

Kato and Sander were one of six winning duos in the “Frame The Future” competition, organized by YoungDogs and JCDecaux. Their prize? A full week of free media space across all of JCDecaux’s 2m² digital screens in Belgium, thanks to a campaign aligned with UN SDG 11: Sustainable Cities and Communities.

The result: a creative punch straight to the gut of road rage, a growing issue still too often leading to dangerous situations and accidents. With a clever twist and a healthy dose of courage, Kato and Sander used explicit song titles like F*ck You and Asshole in their campaign. Not to shock, but to spark conversation, and ultimately, change.

Their message? Go ahead and use those words… but sing them, don’t shout them behind your steering wheel. A furious honk won’t get you far, but singing out loud just might move you forward.

Credits : Art Director: Kato Deca and Copywriter: Sander Van Den Broecke