bpost and cyclist Remco Evenepoel win awards with ‘Remco Reflex’
bpost was one of the big winners at the Creative Belgium Awards, the 'Oscars of the Advertising World' last Wednesday. A road safety campaign featuring the 'Remco Reflex' took home no fewer than 7 awards. An achievement that bpost could not have realized without its collaboration with cycling champion Remco Evenepoel, who last year was the victim of an unfortunate traffic accident.
Wednesday 28 May 2025The ‘Remco Reflex’ won no fewer than 7 awards, including gold in the category PR. "A great initiative by bpost - one I was happy to lend my name to," Evenepoel commented. He then added with a wink: "Although I would’ve preferred to do it without the accident 😉."
To understand how it all came about, we have to go back to December 3 of last year. While training, cycling champion Remco Evenepoel collided with a car door that had been suddenly opened by a postal worker. The incident painfully highlighted a common, everyday traffic hazard. With 10,000 postal workers on the road every day, bpost has a direct impact on road safety across the country—and serves as an example. That’s why, together with the Evenepoel family and creative agency Mortierbrigade, bpost set out to make traffic safer.
This led to the creation of the Remco Reflex: a sticker designed to make people think before opening their car door. bpost printed no fewer than 100,000 copies, which were distributed for free throughout the country, drawing widespread attention to this traffic hazard. "I'm very happy to have been able to contribute in this way to greater road safety in Belgium," Evenepoel said.
bpost CEO Chris Peeters also looks back positively on how an accident was transformed into a safety campaign. "We didn’t sit back—we did everything we could to learn from this incident," Peeters reflects. "From day one, the contact with Remco’s entourage was marked by mutual understanding. Given the circumstances, that was far from guaranteed, so we’d like to sincerely thank them once again."
