Brussels, 5 June 2026
Taxis Verts unveils its new brand campaign with a clear ambition: to reconnect the iconic Brussels taxi service with a new generation of users.
While working on this project, one question quickly came up: why do so many Brussels residents instinctively turn to international alternatives rather than Taxis Verts? And what if part of that appeal came above all from an image shaped by the codes of American start-ups? Silicon Valley, tech unicorns and “made in USA” success stories still hold a certain fascination.
From that thinking came a simple idea: can a local service, run from Brussels, match the standards the big tech platforms have got us used to? Of course it can. (NL: Amaï!)
Day to day, the answer is already here. The Taxis Verts app is reliable and efficient. Booking a ride is fast, the experience meets today's expectations and the fares are competitive. Better still, with its long history in Brussels, Taxis Verts offers a level of service that is hard to match, thanks to the size of its fleet, its drivers' knowledge of the ground and its local customer service available 24/7. Together, these strengths make for a solid service, built over time and at the heart of the city.
To bring this idea to life, Taxis Verts put its CEO, Jonathan, centre stage in a series of sketches where he takes on every code of the perfect Californian entrepreneur. In Franglais, with boundless enthusiasm and presentations worthy of a historic funding round, he pitches Taxis Verts as the next revolution in mobility.
But as the scenes unfold, one thing becomes obvious: despite all his efforts, Taxis Verts is nothing like a Silicon Valley company. Its DNA is deeply Brussels, rooted in the city and among its people for decades.
The campaign ends with its signature: “Keep Brussels moving, not the States. Choose Taxis Verts.”
Beyond the main film, the campaign will roll out all summer through a range of digital content, original social clips and several activations designed to strengthen the bond between the brand and the people of Brussels.
The campaign was created and produced by Unknown.collective.
