To show how absurd Belgium's traffic problems have become we created an absurd campaign. A campaign to nominate the Belgian traffic jams as Unesco world heritage. Because traffic jams are so typically Belgian, they might as well become an official part of Belgian culture. On the website people could show their support for our cause by singing the petition. But we also confronted them with the train as an alternative via a route planner.

The campaign launched on tv, radio, outdoor and bannering.

In the TV commercial a man takes the viewer on a trip down Belgium’s rich historical heritage. But he discovers that ‘one thing’ is missing on the list of Belgian World Heritage:…the Belgian TRAFFIC JAMS.

In outdoor we had billboards teasing the campaign website in the same graphical style als world heritage sites on locations with lots of traffic. During morning traffic jams, radio commercials were aired on Belgium's most popular radio stations. All media directed to the website where people could sign the petition or discover an alternative: the train.

Although the campaign was clearly meant to be ironical, thousands of people actually signed the petition. So we sent these signatures to Unesco in Paris. Who, let’s be honest, will probably not accept our proposal.

But the campaign did start a heated debate. National and international press like the wall street journal picked up the campaign. Companies like Greenpeace, Nature&Environment and the Dutch railway supported our cause on social media. We created the most talked about campaign the Belgian railway did in years with over 180K website visits, 10K likes shares and tweets, 4K signature on the petition.