A hug speaks louder than words for VSV
Jef Boes’ hard-hitting spot for the Belgian road safety initiative captures the unspoken anxiety felt when a loved one sets off on a motorbike ride.
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Credits
View on- Agency AKQA/Brussels
- Production Company ILA
- Director Jef Boes
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Credits
View on- Agency AKQA/Brussels
- Production Company ILA
- Director Jef Boes
- Editing Frames Post Production
- Color De Grot
- Sound Klankwerk
- Executive Creative Director Peter Ampe
- Creative Kenn Van Lijsebeth
- Creative John Benois
- Head of Production (HP) Olivia Naudts
- Producer Bram Busschots
- Producer Sarah Theys
- DP Kamiel Doens
- Post Producer Jelle Robbeets
- Composer/Owner Thomas Houthave
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency AKQA/Brussels
- Production Company ILA
- Director Jef Boes
- Editing Frames Post Production
- Color De Grot
- Sound Klankwerk
- Executive Creative Director Peter Ampe
- Creative Kenn Van Lijsebeth
- Creative John Benois
- Head of Production (HP) Olivia Naudts
- Producer Bram Busschots
- Producer Sarah Theys
- DP Kamiel Doens
- Post Producer Jelle Robbeets
- Composer/Owner Thomas Houthave
A hug says things that words often can’t; in the case of this tender PSA for VSV (Vlaamse Stichting Verkeerskunde), it’s the quiet fear, and constant hope, that a loved one will return unharmed from a motorcycle ride.
Created by AKQA Brussels through ILA and sensitively directed by Jef Boes– a passionate rider himself - the film, titled The Hug, captures this feeling through a striking metaphor: the way a passenger holds on during a ride.
This '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.
