Mercedes-Benz Fire Marks campaign reveals social stories behind burned buses
Fire Marks by Mercedes-Benz Brazil 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 2010 until today, more than 1,000 vehicles were set on fire in the country and the numbers keep growing. In order to raise awareness of the population, Mercedes-Benz Brazil started the Fire Marks movement, created by Moma agency.
In Brazil, all vehicles leave the assembly line stamped with a large identification number, and our idea was to stop putting numbers on the busses and instead give names to these vehicles. Specifically, the names of people who were injured or killed in attacks of this nature.
The real story that headlines the new campaign is from Mr Jefferson Alves da Silva, a driver who was injured after his bus gets criminally fired in the São Miguel Paulista neighbourhood in São Paulo, five years ago. At that time, he became a hero by saving the life of a physically disabled passenger who could not get out of the vehicle. In a film with cinematic language, the situation and Silva’s call to emergence asking for help were recreated without the use of special effects.
“The idea of telling this story did not come by accident. We found in Mercedes-Benz social networks a comment from Jefferson himself telling us what’s happened that day, which was the inspiration for the new campaign. In the first one, ‘I ride and I care’ movement focused on the impact of material damage on society. Now, we understand that it was time to show how much it damages regular people’s life”, says Rodolfo Sampaio, partner and creative vice president of Moma.
Credits
Advertising Agency: Moma Propaganda, Sao Paulo, Brazil
Creative Director: Rodolfo Sampaio
Art Director: Guilherme Martins, Bruno Campanelli
Copywriter: Rafael de Miranda
Production: PBA Cinema
Director: Santi Dulce
Photographer: Nixon Freire
Clients: Walter Barbosa, Curt Axthelm, Jucimara Miotto
Tags:
Media Campaign, PR campaign, Automotive, Mercedes-Benz, Fire Marks, Moma Propaganda, Brazil, Awareness Campaign, OOH Advertising, Best Outdoor Advertising Campaigns, Best OOH campaigns, Best Outdoor Ads
