AB InBev’s Ambev Transforms Trucks Into Drunk Driving Awareness Campaign


By Egotist / /

We never knew this, but Brazil is a continental country where a lot of people die in traffic accidents every day. People in big cities see awareness campaigns about the issue, but Brazil is big, so outlying areas don’t get advertised to.

In light of this, Ambev, the Brazilian brewing company of Anheuser-Busch InBev, took action and transformed its distribution fleet – one of the largest in the country – into media, starting an initiative able to travel for miles and reach far more distant areas than usual.

Created by Agencia Africa, the semi-trailer portion of the trucks containing Budweiser, Corona and Stella Artois brand products remained the same, the truck cabins where the driver sits were covered with images of the company’s non-alcoholic drinks, such as Pepsi, Gatorade and Lipton, along with a very clear and fundamental message to save lives: “where there is a driver there can’t be alcohol”.

Title: Responsible Billboards
Agency: Africa
Client: AB InBev/Ambev
Product: Institutional

CCO: Sergio Gordilho
Copywriter: Pedro Bullos
Art Director: Erico Braga
Designer: Yllo Pedra

Special Projects Director: Monique Lopes Lima
Special Projects Managers: Juliana Leite, Fernanda Segura, Fernando Alonso
Special Projects Producers: Isabela Levy, Julia Newman
Client Services: Heloisa Pupim, Rafael Marques, Victoria Jaffe, Karen Pardo
Strategy: Aldo Pini, Douglas Godoy, Tiago Tuiuiu
Agency Producers: Rodrigo Ferrari, Tais Olhiara, Juarez lima

Production Company: Corazon Filmes
Director: Pedro de La Fuente
Executive Producers: Igor Ferreira, Renato Chabuh, Joao Luz
D.O.P.: Alex Vecchi
Film Art Direction: Ana Carolina Montagnana
Production Coordinator: Juliana Sigolo
Post-production Coordinator: Rodrigo Parente
Post-production: Warriors VFX
Editing: Mariana Becker
Color Grading: Acauan Pastore

Sound Design: LOUD
Sound Production: LOUD Team
Musical Director: Gustavo Garbato

Client approval: Ricardo Dias, Alexandre Costa, Mariana Taborda, Renata Almeida

About Ambev
Bring people together for a better world. This is the dream of Ambev, a Brazilian company, headquartered in Sao Paulo, and present in 18 countries. In Brazil, more than 30 thousand people share the same passion for producing beer and work together to guarantee moments of celebration and fun. At Ambev, our culture gives us the freedom to test new ideas and also everyday opportunities to increasingly promote innovation. We also bet on co-creation processes by inviting other companies to join us in the search for one and only goal. In partnership with an ecosystem of over 500 startups, we create opportunities and ways to improve people’s lives. In addition, we count with the support of technology hubs in five cities: Blumenau (SC), Campinas (SP), Maringa (PR), Sao Paulo (SP) and Sorocaba (SP). And we’re not going to stop here. Ambev is an innovative brewery, which holds the consumer at the center of its decisions and initiatives. In the last five years alone, we have invested R$ 17.5 billions in the country and have left a legacy beyond investments with our broad socio-environmental sustainability platform. https://www.ambev.com.br/

About Africa

Africa Sao Paulo Publicidade Ltda (www.africa.com.br) is one of the largest and most awarded advertising agencies in Brazil and Latin America, responsible for successful campaigns for some of the country’s most prestigious brands. Africa was founded in 2002 and is part of Omnicom Group’s DDB Worldwide.


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