How a pigeon became the voice of safety at ITG
Making house rules stick through animation and humor
The challenge
ITG’s student housing hosts both long- and short-term international students. Communicating basic do’s and don’ts was a challenge, especially when it came to safety and hygiene. Previous efforts, ranging from intake sessions to printed guidelines, often fell flat or didn’t reach the full student population.
Our approach
Cojak proposed a lighthearted animation featuring a quirky pigeon named Ringo. This character became the friendly guide in a safety video covering key rules: using extractor fans, preventing fire alarms, keeping kitchens clean, sorting waste and more. Each rule was paired with simple visuals and wink of humour.
From film to full nudging campaign
Ringo didn’t stop with his video. He pops up on digital screens, in welcome materials, and on bright stickers and posters around the housing complex. The tagline “For a happy House, follow Ringo’s rules” serves as a cheerful reminder. A QR code on posters links to the animation of the rule, ensuring repeat visibility and easy access.
Why it works
By blending humor, culture-sensitive language, and character-driven design, we created a campaign that engages without lecturing. Ringo brings rules to life and makes students smile while doing.
COJAK’S
BRAND LIEUTENANTS:
Concept & Creative Direction: Filip Bullens
Animation: Salvatore Volpe
Client: Institute of Tropical Medicine (ITG Antwerp)
Starring: Ringo the Pigeon 🐦
