Huib Maaskant

Creative director, concept, copy

Beat The Street



VR app and PR

Thousands of children are cycling to school every day. They account for about 20% of all traffic injuries. Can Virtual Reality make a difference? Samsung and VVN (Dutch Association for Road Safety) believe it can. In Beat The Street three kids take their peers by the hand as they navigate five typical traffic situations. The innovative Oculus Gear VR app was launched through a vast PR campaign that resonated with all national media.

The Virtual Reality app is a free download and available to all schools and parents. Schools can also apply for sponsored Gear VRs from Samsung. Beat The Street brings together cutting edge technology, an educational programme and corporate social responsibility in a single project.

Awards: 2016 European Excellence Awards, 2017 Dutch VR Awards, 2017 Lovie Awards

Link: Beat The Street website

Key visual

Campaign film

Oculus Gear VR app

Oculus Gear VR app

Launch event

Launch event

Item on the national news

PR in all national media

Agency Cheil - copy Huib Maaskant - art Taco Zuidema - production Sanne Kleindijk