VIAS

The intent of that first winter campaign in 2015? To create clarity. After research, it turned out that the idea "One can do" was hard-wired. And above all: that there was also a lot of interpretation. 'With my weight, I can definitely drink three pints.' Or: 'After a hearty meal, I will have digested that wine.' And that while the impact of alcohol on your driving is significant from as little as one glass.

Undermining this social norm was only possible with a strong and clear strategic concept. 'There is no such thing as a little BOB.' With this we made it clear that BOB does not drink a drop of alcohol. We did this in the typical BOB style: simple, sleek and above all easy to read along the freeways.

From addressing the social norm to more social appreciation. After all, drinking is a social event: we do it together with friends, family ... The next step? Within the core message focus on a thank you to BOB. Merci for taking responsibility for not drinking and getting us home safely.

Behavior change does not happen overnight. It is a matter of long-term thinking and repetition, repetition, repetition. BOB doesn't drink anything. Not at a family party, not at a barbecue, not after a soccer match ... The 2017 summer campaign therefore emphasized all these different contexts. With one constant: ‘BOB, altijd nul op'. From aperitif to digestif. From the first santé to the last tournée.

After making clear what BOB does and showing appreciation for it, we wanted to motivate people to be BOB themselves. Because if you are BOB, you can (or rather, should) be proud of it. You make sure everyone gets home safely. By driving yourself and not drinking. By mapping out a route by public transportation. Or by arranging a cab or overnight stay. Being a BOB is an attitude. It deserves all the attention and pride. That's what the 2018 campaign conveyed. With rich, warm colors and BOB at the center of the picture.