VSV and AKQA Brussels unveil innovative new speedometers 

Speeding continues to be the leading cause of fatal car accidents. Speed limits in 30 km/h and 50 km/h zones are frequently disregarded, despite being specifically set to safeguard both drivers and vulnerable road users. Many drivers underestimate the impact of their speed. That's why AKQA Brussels, in partnership with The Flemish Road Safety Institute (VSV), created a powerful campaign introducing a new series of speedometers designed to influence driver behavior. 

The campaign gives traditional speed signs a human touch. Instead of static road signs, LED screens are embedded in everyday scenes where vulnerable road users take center stage. This creates an immediate and visual confrontation, making drivers aware of the real-life consequences of their speed. The message is clear: speed is not just a number—it’s a direct threat to lives. These dynamic speed displays will be rolled out throughout the year in various cities and municipalities across Flanders. 

AKQA Brussels designed and developed these speed displays in collaboration with product designers Jo Rens and Enya Pannecoucke. Together, they ensured that the displays were not only technically sound but also seamlessly integrated into everyday urban elements. 

To maximize reach, the campaign is supported by online videos showcasing the speed displays in action. Additionally, radio spots, roadside billboards, and campaign materials will be distributed to all municipalities in Flanders. By actively involving local authorities, VSV aims to increase public support for 30 km/h and 50 km/h zones, ultimately enhancing road safety on a structural level. 

With this initiative, VSV takes a new step in raising awareness around speeding. By creating an emotional and visual confrontation, the organization encourages drivers to instinctively adjust their speed. After all, those who respect speed limits have better visibility and significantly reduce the risk of serious accidents. 

 The campaign launches in February and will be visible across various media channels and in public spaces throughout Flemish cities and towns. 

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​CREDITS ​
​​Client: Vlaamse Stichting Verkeerskunde ​
​Clients: Ingrid Geeraerd, Sarah Somers, Lynne Vincent, Stijn Dhondt ​
​Agency: AKQA Brussels ​
​​ECD: Peter Ampe ​
​​Creative team: Familie Leysen ​
​​Account team: Leen Van Lint & Lies Bernaer ​
​​Strategic planner: Britt Decraen & Dominique Poncin ​
​​Design Director: Jan Sidgwick ​
​​Desktop Publisher: Franco Scaramuzza 

​Head of Digital: Joachim François ​
​Performance Marketeer: Jonas Sprengers ​ ​
​​Social creative: Florentien Duquet ​
​​​Social producer: Thomas Devolder 

Head of Productions: Olivia Naudts ​
​​Producer: Bram Busschots ​
​​Post Production: AKQA Productions ​
​​Editor: Sven Vanhee ​
​​Audio Expert: Myriam Maes ​
​Sound & Music: Mathieu Savenay ​ 

Production company: CRUSH ​
​Photography and Director: Edouard Valette
​DOP: Yvan Coene ​
​1AD: Bob Van Wayenbergh ​
​1AC: Gil Peckel
​Photography assistant: Louis Philippe Beaudiun
​Drone pilot: Emmanuelle Van Damme
​Product Designer: Enya Pannecoucke ​
​Product Designer: Jo Rens
​Post-production: Tim Vin ​
​Producer: Femke Timmers & Amélie Van Campen ​
​Productie assistant: Emma Schiettecatte