Headless cycling


Although the use of smartphones is forbidden and highly fined in cars, a lot of people in the Netherlands don’t hesitate to use their phones while cycling. This results in a lot of (near) accidents, as Dutch traffic is dominated by cyclists.

A lot of people are annoyed when others use their phones on the road, yet don’t know how to act upon it. For Ben®, we created an awareness campaign and introduced a new, playful word to call those who use their phones while biking.


TV/online commercial



Concept by Etcetera. Film direction by Nils Vleugels, film production by DPPLR. Photography by Edward van Gijn.


take me back