Unusual Trailer from Belgian Streaming Service Streamz Promotes Watching a Road

This week, users of Belgium’s biggest streaming platform, Streamz, discovered an unusual trailer. A trailer that promotes watching 'The Road'. Meaning: not a movie or series, but the actual road. Because research showed that 7% of Belgian drivers watches movies and series while driving.

'Don’t miss a second'

The trailer, directed by award-winning director Delano Sookha, looks like it’s promoting a suspenseful movie worth watching. Like many other trailers, it shows quotes from movie critics. Only in this case, the critics are the parents of real road victims, urging viewers to watch the road. With quotes like “don’t miss a second”, “you need to see this”, or “a must-watch”. Ending with a simple, but powerful message: watch the road.

Incredible but true.

Isn’t it obvious that drivers don’t watch movies and series while driving? Unfortunately it isn’t. Research from the Belgian Traffic Institute* (VIAS) shows that 7% of Belgian drivers actually has watched a movie or series while driving.

“When we were asked to support this campaign, we were immediately convinced of its value and relevancy. We’re happy to support this campaign and give it the visibility it deserves”, says Isabelle Maselis, head of branding and marketing communication at Streamz.

Partnership with Parents of Road Victims.

This campaign is a partnership between Parents of Road Victims and Streamz. “We’re thankful to have Streamz, the biggest Belgian streaming platform, as a partner”, says An Vandeborne, director at Parents of Road Victims vzw. “People already knew drinking and driving, social media and driving, texting and driving,… are problems. Now we want to make them aware of a new life-threatening issue: streaming and driving. People can enjoy, and even binge watch, their favourite content, but not while driving. Not when they put themselves, others and children, in danger. We hope that this trailer reaches the 7% of Belgian drivers in the place where they look for content, and makes them think twice.

A must-watch and a must-hear.

The campaign is conceived and produced by Happiness, a creative agency in Brussels. The trailer was directed and filmed by award-winning director Delano Sookha. The soundtrack is the work of the young Belgian musician-composer Jaan Hantson.

Besides the trailer, the campaign also consists of a newspaper ad and digital out-of-home billboards.