Keolis #DéfiClic campaign

In 2020, Keolis Courriers du Midi launched the #DéfiClic campaign to increase seatbelt usage among school bus passengers aged 11-15. With a strong emphasis on education and engagement, I led the creative direction for this impactful initiative.

The Pedagogic Bus

The centerpiece of the campaign was the Pedagogic Bus, a specially designed vehicle mounted on a truck that simulates a rollover accident. Students experienced firsthand the critical importance of wearing seatbelts by safely participating in this dynamic and unforgettable demonstration (see picture shown in the flyer below).

Léo and Charlotte

To further connect with the audience, we introduced Léo and Charlotte, two relatable characters who faced a series of adventures illustrating the dangers of unsafe behavior on school buses. These characters were at the heart of a multimedia campaign that included:

• Custom-illustrated comics
• A series of print assets
• Totebag and other branded goodies

The animated film

In 2021, for the follow-up #DéfiClic campaign, Léo and Charlotte came to life in motion graphics. The film, which I illustrated and was animated by the talented team at Megapix’ailes studio, added a new dimension to the characters’ story, amplifying their appeal and broadening the campaign’s reach.

This project combined engaging storytelling, impactful visuals, and experiential learning to promote safety in a way that resonates with young audiences.

Campaigns must evolve to stay relevant

Thanks to my ongoing collaboration with Keolis, we’re exploring exciting new directions for #DéfiClic. Léo and Charlotte might meet new friends, grow alongside their audience, or even become the stars of a board game crafted to engage a more diverse demographic. What if we could strike that perfect balance—connecting with not-so-young kids and not-quite-adults in a way that feels both authentic and impactful?