Bike for Brussels: The Bike Light Lane

1 cyclist in 4 rides without a bike light in Brussels, putting themselves and others at risk of serious accidents. To tackle this problem, independent agency Mortierbrigade came up with an innovative experience for their client Bike for Brussels: the first 'Bike Light Lane'. In a tunnel, cyclists without lights were detected and experienced what could happen to them first hand. This is how it worked: when cyclists without lights entered the tunnel they were detected by sensors, triggering an interactive animation on a LED screen. We invited all cyclists to pick up a free set of bike lights using the slogan: 'Be bright, use a light'.