Public bus company De Lijn appeals to stressed-out drivers with a hilarious GPS voice

The cute Little Stress Guy doll is your exasperated mini-me. This funny guy screams when you’re stuck in traffic, trying to find a parking spot or when you have to pay yet another parking fine. It promotes taking a bus as a much more relaxing alternative.

The first of these TV spots has been watched over 790.000 times on YouTube. The free downloadable GPS voice, cursing app and stress game were an instant hit. Free bus tickets were given away in record time. Meanwhile, there’s 16 Facebook groups dedicated to this little guy, and even a group demanding another commercial!

This was a fun campaign to work on. My role covered concept and art direction for the GPS voice and its digital extensions, from development through launch.