Alerj Case study Google Maps - End of the Road by Staff De Comunicacao

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Google Maps - End of the Road

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Industry Public awareness
Media Case study
Market Brazil
Agency Staff De Comunicacao
Creative Director Paulo Castro, Bernardo Machado, Neca Bohrer
Art Director Pedro Vargens
Copywriter Lucas Ribeiro
Account Supervisor Daniela Autran
Production Safari
Released January 2013

Credits & Description

Advertised brand: Alerj, Legislative Assembly of Rio de Janeiro
Advert title(s): Google Maps - End of the Road
Headline and copy text (in English): Google Maps – End of the road
A Google Maps intervention designed to increase driver awareness
Advertising Agency: Staff Brasil, Rio de Janeiro, Brazil
Agency website:
Creative Director: Paulo Castro/ Neca Bohrer/ Bernardo Machado
Art Director: Pedro Vargens
Copywriter: Lucas Ribeiro
Additional credits:  Digital Producer: Alejandra Mendoza
Account Supervisor: Daniela Autran
Advertiser’s Supervisor: Luisi Valadão
Account Manager: Rafaella Eyer
Production Company:
Media: Thiago Bravo
Published: January, 2013
Short rationale (optional): We created an unprecedented intervention using the search facility of Google Maps on the leisure website of the largest newspaper in Rio. Whenever people would look for bars, nightclubs or restaurants, their route would be abruptly interrupted by traffic accident icons. Trees, street post and fire hydrants would appear in the middle of the route leading people to a public awareness message.