Thousands of children cycle to school every day. Children under the age of 14 represent a significant proportion of road casualties. Can technology do something about that? Samsung and Veilig Verkeer Nederland (the NGO for Safe Traffic in The Netherlands) think so. In Beat The Street, three peers take children through the five most dangerous situations in an innovative Oculus Gear VR app.
The Virtual Reality app can be downloaded for free for all schools and parents in the Netherlands. Schools can request sponsored equipment from Samsung. Beat The Street brings together the latest technology, a teaching program, and corporate social responsibility in a striking project. And that stirred up a lot of PR.
Awards: 2016 European Excellence Awards, 2017 Dutch VR Awards, 2017 Lovie Awards.

The campaign key visual.

Campaign film.
What you see in the VR app.

Central landing page for all communication.

The national premiere, of course at a school.

Report in the NOS Youth TV News.

National PR.

Agency: Cheil - concept: Huib Maaskant, Taco Zuidema - copy, script: Huib Maaskant - art: Taco Zuidema, Geert Jan Bijlstra - production: Sanne Kleindijk.

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