|Chief Creative Officer||Rodolfo Sampaio|
|Art Director||Guilherme Martins, Bruno Campanelli|
|Copywriter||Rafael De Miranda|
|Agency||Primo Buenos Aires|
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.