Fire Marks by Moma Propaganda, Primo Buenos Aires for Mercedes-Benz

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Fire Marks

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Industry Traffic safety
Media Film
Market Brazil
Agency Moma Propaganda
Chief Creative Officer Rodolfo Sampaio
Art Director Guilherme Martins, Bruno Campanelli
Copywriter Rafael De Miranda
Agency Primo Buenos Aires
Director Santi Dulce
Released November 2017

Credits & Description

'I ride and I care': Mercedes-Benz campaign reveals social stories behind burned buses. Bus driver victim of a fire attack will name a new vehicle. The act of burn buses in Brazil is a sad reality that causes not only financial losses, but mainly social casualties too. From January 2004 until today, more than 2,000 vehicles were set on fire in the country and the numbers keep growing. In order to raise awareness of the population, Mercedes-Benz do Brasil started the "I ride and I care" movement, created by Moma agency. The heart of the campaign is a film that tells the story Jefferson Alves da Silva, a driver who was injured after his bus got criminally fired.
Media: Integrated
Category: Travel, transport & tourism
Client: Mercedes-Benz
Agency: MoMa Advertising, São Paulo
Production: PBA Cinema
Country: Brazil
Director: Santi Dulce
Chief Creative Officer: Rodolfo Sampaio
Art Director: Guilherme Martins
Art Director: Bruno Campanelli
Copywriter: Rafael de Miranda
Account Director: Ernani People
Sound Studio: Evil Twin Music
Project Manager: Ricardo Brevvi
Photographer Producer: nixon freire
Client: Walter Barbosa
Client: Curt Axthelm
Client: Jucimara Mioto