VSV's Poignant Campaign Highlights the Tension Between Riders and Those Waiting

As spring returns, so do motorcyclists. And with them, a quiet, familiar tension. Because behind every rider, there’s someone waiting at home — hoping they return safe. That simple but universal truth became the heart of this campaign.

The film captures this feeling through a striking metaphor: the way a passenger holds on during a ride. That ‘hug’ becomes more than just a gesture. It’s a symbol of connection, of care, and of everything at stake when someone gets on a bike.

Director Jef Boes, a passionate rider himself, approached the story with sensitivity and intention. He brought together a crew of fellow riders, allowing the emotion to resonate both behind and in front of the lens. The result is more than a safety message: it’s a moving tribute to love, vulnerability, and the quiet weight of waiting.

Devised by AKQA Brussels, the campaign launched this March across Flanders, supported by bold outdoor work featuring the message “Daddy on board”. The campaign has also been featured on Ads of the World.