Cannes Lions

Responsible Billboards

AFRICA, Sao Paulo / ABINBEV / 2020

Awards:

1 Bronze Cannes Lions
Presentation Image
Supporting Images
Case Film

Overview

Entries

Credits

Overview

Background

Brazil is a continental country where sixty thousand people die in traffic- related incidents annually, with 40% of cases involving drink-driving. Many awareness campaigns are created, but few to none can cover areas far from large centers where most accidents happen. “Responsible Billboards” was created to raise awareness of this serious problem in large Brazilian centers with emphasis on the more deprived areas in the world’s fifth-largest country.

Idea

More than sixty thousand people die annually on the roads in Brazil. 40% of these accidents involve alcohol. Many of these incidents happen in areas lacking awareness campaigns. In light of this, Ambev stamped the driver's cabins of their trucks with non-alcoholic drinks as well as the fundamental message to save lives: Where there is a driver, there can't be alcohol. More than one million kilometers were covered.

Strategy

ABImbev has the biggest distribution fleet in the whole of Brazil. And if we want to deliver an awareness message to the whole country, especially to those lacking information to prevent the accidents ever happening, what would be better than using the trucks as media? In total, our trucks traveled more than one million kilometers on highways and roads across the country. Hence, along with our products we delivered a simple and direct message, fundamental for saving lives: where there is a driver, there can't be alcohol.

Execution

The trucks, covered in stickers, took to the streets for Brazil’s biggest mainstream party, Carnival, where the consumption of alcoholic beverages increases. Then the vehicles took to the country’s roads traveling more than one million kilometers throughout the whole of Brazil, resulting in the largest awareness campaign ever seen in the country. Hence, we took our products to its destination with a simple and direct message, fundamental for saving lives.

Outcome

The trucks traveled more than one million kilometers along the roads of Brazil, impacting millions of people in large centers and distant cities, who would never get this message. Highways are the country’s main points of access and only a brand with a distribution size as big as Ambev’s was able to impact so many people in a continental country. Ambev has the largest distribution fleet in Brazil and we brought an awareness message to the whole country, especially to places that lack information that prevents traffic accidents caused by alcohol.

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