Keep Your Distance

Every year in the Netherlands there are hundreds of fireworks victims during New Year. Mostly young people that use fireworks irresponsibly by keeping too little distance. It's a group that's difficult to reach and doesn't easily accept an information campaign coming from the government. So when the Dutch Government ask our help to let young people know they should take a safe 8 meters away after lighting firework, we knew we had to be innovative.

Involvement

Strategy, Creative Direction, Design, Content

Client

Dutch Government

Team

Grey

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To keep Dutch kids at a safe distance while lighting fireworks around New Years Eve, we made them use the one thing they love most; their mobile phone. Together with internet meme legend ‘Mr Biem’ we developed a video app that replaces the sound of a firework explosion with a special ‘Biem’ sound effect. Videos were ‘Biemified’ when filmed from the instructed safe distance.

8 meter safe distance

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Results

The videos in which BIEM-guy presented the app got over 2.000.000 views.
 

The app was downloaded over 50.000 times in the first 5 days.
 

Over 120.000 videos were 'Biemified' and appeared everywhere on social media.

And on December 30th, it even appeared on national television during the eight o'clock news 

1/5
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3x
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ADCN

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2x
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SAN

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1x
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Esprix

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