Imagine waiting for a bus late at night, alone at a dimly lit stop, feeling uneasy about your surroundings. Now picture having a virtual companion to keep you company until your ride arrives. This is the reality being brought to life by Eletromidia, Brazil’s leading out-of-home advertising company, through its innovative Abrigo Amigo project. Launched in collaboration with ad agency AlmapBBDO, this initiative is transforming bus shelters into safe havens while seamlessly blending cutting-edge technology with impactful advertising. As of March 17, 2025, the project is expanding across São Paulo, Rio de Janeiro, and Campinas, offering a fresh perspective on urban safety and brand engagement.

What Is the Abrigo Amigo Project?

Abrigo Amigo, originally known as “Guarded Bus Stop,” is an award-winning initiative that took home a Gold Lion at this year’s Cannes festival. Designed to enhance safety at bus stops—especially for women waiting alone after dark—it combines smart technology with a human touch. Eletromidia has partnered with major brands like Santander, Vivo, Bradesco Seguros, Sempre Livre, Diageo, and Anhanguera, along with government support, to roll out 100 high-tech bus shelters across Brazil’s major cities.

The project kicked off with a successful pilot in Campinas in April and is now entering an exciting new phase. The first ten locations have just been unveiled in São Paulo, with plans to expand strategically based on local demand and user needs.

How Abrigo Amigo Works

So, how does this groundbreaking concept actually function? It’s simpler—and smarter—than you might think.

Nighttime Video Calls: From 8 p.m. to 5 a.m., the digital screens at these bus shelters switch from displaying ads to enabling video calls. Equipped with internet access, microphones, and night-vision cameras, they connect users to Eletromidia’s call center.
A Virtual Companion: Anyone waiting can chat with a friendly operator who stays on the line until their bus arrives, offering peace of mind during those vulnerable moments.
Daytime Advertising: During daylight hours, the screens revert to their original purpose—showcasing advertisements—making this a dual-purpose innovation.
This clever use of technology tackles a real social issue while keeping the advertising ecosystem thriving, proving that purpose and profit can coexist.

Why Abrigo Amigo Matters

Safety in urban areas, particularly for women, remains a pressing concern in Brazil and beyond. Abrigo Amigo addresses this head-on by turning a routine wait into a secure, supported experience. Alexandre Guerrero, CEO of Eletromidia, sums it up perfectly: “We’re thrilled about this new stage of the project, which has the potential to make a positive impact on the lives of thousands of people. Eletromidia is dedicated to transforming cities.”

Beyond safety, the initiative showcases how brands can align with social good. Rafael Gil and Rodrigo Almeida, executive creative directors at AlmapBBDO, note, “Abrigo Amigo is a rare opportunity to align commercial goals with a social purpose.” It’s a win-win: companies demonstrate their technological prowess while contributing to a safer society.

Key Benefits for Users and Brands

Enhanced Safety: Women and other vulnerable individuals feel more secure at night.
Brand Visibility: Partnering companies gain exposure through a meaningful, high-impact campaign.
Innovative Tech: Eletromidia proves its leadership in out-of-home advertising with this forward-thinking solution.
The Rollout: Where and When
The project is unfolding in stages, starting with a soft launch of ten bus shelters in São Paulo. Rio de Janeiro and Campinas will follow, with the remaining locations activated based on data like user demand and local safety needs. This phased approach ensures the initiative adapts to real-world conditions, maximizing its effectiveness.

The pilot in Campinas laid the groundwork, and now, with private-sector backing and government collaboration, Abrigo Amigo is poised to scale up and make a lasting difference.

What’s Next for Abrigo Amigo?

As the project grows, it’s likely to inspire similar efforts worldwide. The blend of technology, safety, and advertising could become a blueprint for other cities grappling with urban challenges. For now, Brazil is leading the charge, showing how innovation can transform something as simple as a bus stop into a lifeline.

Final Thoughts: A Step Toward Safer, Smarter Cities

Abrigo Amigo is more than just a clever advertising gimmick—it’s a testament to the power of technology to address real human needs. By making bus stops safer and more connected, Eletromidia and its partners are setting a new standard for what out-of-home advertising can achieve. Whether you’re a commuter seeking security or a brand looking to make a meaningful impact, this project offers something worth celebrating. As it expands across Brazil in 2025, Abrigo Amigo is proving that small changes can lead to big transformations—one bus stop at a time.

Credits
Campaign: Abrigo Amigo
Agency: AlmapBBDO
CEO: Filipe Bartholomeu
CCOs: Luiz Sanches and Marco “Pernil” Giannelli
Executive Creative Directors: Rafael Gil and Rodrigo Almeida
Creatives: Rafael Gil, Rodrigo Almeida, Ingryd Cruz, Gustavo Tasselli, and Fernando Christo
Liaisons: Fernando “Fefo” Silva and Manuella Gavioli
Media: Rafaela Alves, Suellen Kiss, and Thiago Gonzales
Film Production: CINE
Scene Directors: Walk In
Approval: Lucio Schneider and Marcelo Pacheco

This campaign is about:
Abrigo Amigo project, Eletromidia, Women safety, Bus stops, Brazil, Smart Tech, São Paulo, Rio de Janeiro, Urban safety, out-of-home advertising, innovative bus shelters, safety technology, AlmapBBDO, women protection, Brazilian cities, public safety initiative, OOH Campaigns.

In an innovative attempt to showcase its commitment to urban living, IKEA joined forces with creative agency Rethink to launch a groundbreaking campaign that transformed real homes and real people into living billboards across Toronto. By seamlessly integrating its iconic brand assets, such as the logo and catalogue price call-outs, IKEA demonstrated its ability to enhance and maximize the potential of city living. Through strategically placed out-of-home (OOH) advertisements and clever utilization of familiar wayfinding arrows, the campaign not only captured the attention of Torontonians but also provided an authentic and immersive experience for downtown dwellers.

Unveiling a New Perspective:
The idea behind IKEA’s “made for downtown living” campaign was to dispel any skepticism and demonstrate the brand’s deep understanding of the unique challenges and opportunities associated with city life. Instead of relying solely on traditional advertising methods, the Swedish furniture giant decided to go beyond the confines of billboards and magazines. By transforming actual homes into living ads, IKEA presented a fresh perspective, allowing passersby to glimpse into the world of potential that the brand could unlock for their own living spaces.

Bringing IKEA to Life:
The OOH campaign strategically enveloped the city on well-traveled routes and targeted locations close to the downtown store. This deliberate placement ensured that Torontonians would encounter the living billboards during their daily routines, seamlessly merging IKEA’s offerings with their urban experience. By leveraging the brand’s iconic wayfinding arrows, the campaign provided an authentic navigation guide for residents, leading them to the IKEA store while incorporating elements that mirrored their everyday downtown encounters.

Embracing the Authenticity of Downtown Living:
In a city bustling with diverse lifestyles and design aesthetics, IKEA recognized the importance of capturing the essence of downtown living. By utilizing real homes and real people as billboards, the campaign showcased the brand’s commitment to authenticity. Rather than using polished models in sterile environments, IKEA chose relatable individuals and homes that reflected the vibrant spirit of urban life. This approach resonated with Torontonians, who could envision the possibilities that IKEA’s products and solutions offered within their own unique living spaces.

Empowering City Dwellers:
The “made for downtown living” campaign empowered downtown dwellers by encouraging them to reimagine their living spaces and discover the transformative potential of IKEA products. By showcasing the diverse range of possibilities, from small space solutions to multi-functional furniture, the campaign demonstrated that IKEA understood the specific needs and challenges faced by urban residents. It inspired Torontonians to turn their homes into personalized sanctuaries that reflected their individual styles and maximized every inch of space available.

Conclusion:
IKEA’s innovative campaign in Toronto successfully challenged the traditional norms of advertising and transformed the city itself into a canvas for showcasing the brand’s commitment to downtown living. By converting real homes into living billboards and utilizing familiar wayfinding arrows, IKEA seamlessly integrated its iconic brand assets into the urban landscape, capturing the attention and imagination of Torontonians. This unique approach not only demonstrated IKEA’s understanding of the diverse needs of city dwellers but also empowered individuals to envision and create personalized living spaces that reflected their unique lifestyles. Through this campaign, IKEA reinforced its position as a brand that is truly “made for downtown living.”

Credits
Campaign: IKEA Window Shopping
Agency: Rethink
Brand: IKEA

Tags:
IKEA, Toronto living, downtown life, urban living, home transformation, innovative advertising, living billboards, interior design inspiration, small space solutions, IKEA store, city lifestyle, authentic living, creative campaign, home decor ideas, Toronto culture, inspiring homes, design enthusiasts, modern living

Traditionally Italians enjoy Easter holidays flame grilling with family and friends in the park. But for the second year in a row, this was not possible due to Covid-19 restrictions.

Grilling at home seemed to be the only solution. However, we know home BBQs don’t always plan and even result in newsworthy disasters, with several cases have been photographed and reported by Italian newspapers.

Burger King turned real pieces of news into billboard ads to communicate the Burger King delivery service. Only incidents that did not involve people or cause particular damage to homes were used as irreverent reminders to all that sometimes, it’s better to leave the grilling to those who know best.

Credits
Campaign: It’s Better Delivered
Client: Burger King
Advertising Agency: Wunderman Thompson Italy, Milan, Italy
Chief Executive Officer: Giuseppe Stigliano
Chief Creative Officer: Lorenzo Crespi
Creative Directors: Pas Frezza, Luca Iannucci
Creative Supervisor Copy: Federica Rebuzzini
Senior Art Director: Fabio Pistoia
Account Supervisor: Claudia Longo
Motion Designer: Morgan Storti

All brands are on the constant lookout for their effective advertising campaigning strategy. Most brands choose models for their ads, and many try to spread a social message. But Indigo chose this couple at random. Excessive advertising at billboards, newspapers, online mediums, and whatnot tried to convince this Mumbai couple that had to halt its traveling plans to fly again. The couple agreed to Indigo’s request and were sent on a trip to Srinagar during Valentine’s week.

The campaign followed a unique approach that has driven them a huge amount of public interaction. People loved the idea. This campaign has set the bars high for creative ad makers and also displays that you do not always need models to star in a campaign to make it successful.

Credits
Brand: MasterCard
Campaign: Priceless experiences
Agency: McCann Colombia, Bogota
Creative Director: Andres Salamanca Soler
Art Directors: Felipe Álvarez C., Andrés V. De la Hoz, Sergio Ramírez
Copywriters: Laura Garzón, Julian Triana
Photographer: Wernersam Studio
Post-production: Latina Studio, Andrés V. De la Hoz
3D Artist: Andres Henao
Project Manager: Natalia Calero

This campaign is about:
Advertising, Billboard, McCann, Columbia, Outdoor Advertising, photography, MasterCard

If potential signs of diabetes, kidney failure, urinary infection, or dietary imbalance were detected, Purina Street Vet suggested an appropriate Purina ProPlan product and encouraged owners to download the results, which could be brought to a veterinarian. Dogs just had to listen to their natural urges and let our unique billboard do its thing. Thanks to Purina Street Vet, monitoring a dog’s health is as easy as walking in the park.

Credits
Production Company: Craft, Eddy, Digital District
Director: Jefferson Lellouche (Craft), Mario Schiniotakis (Eddy)
Producer: Arnaud Lemens (Tv, Craft), Yaël Guetta (Tv, Craft), Isabelle Crechet (Sound, Craf)
Executive Producer: Jean-François Bourrel (Eddy)
Head Of Production: Yannis Cullaz (Craft)
Post Producer: Caroline De Génis (Craft), Didier Le Fouet (Digital District)
Assistant Producer: Juliette Paille (Craft), Charlotte Goguet (Craft)
Line Producer: Maud Folléa (Eddy)

Other
Pr: Weber Shandwick Paris
Ceo: Eloi Asseline
Strategy: Jean Paoli (Strategic Planner)
Account Director: Emilie Barrail
Public Relations: Dominique Laureau (Integrated Media Relations)
Senior Associate: Claire Rénier

Creative Agency
Creative Agency: Mccann Paris
Executive Creative Director: Riccardo Fregoso (President Creative), Julien Chiapolini
Creative Director: Cédric Astrella, Sébastien Boutebel
Art Director: Lauren Haberfield, Adriana Luzzatto
Copywriter: Clément Le Bars
Senior Art Director: Philippe Puech
Ceo: Bruno Tallent
Global Business Lead: Cédric Vanhoutte (VP)
Strategy: Erik Bertin (Deputy General Manager In Charge Of Strategy)
Strategic Planner: Caitlin Bishop
Motion Designer: Valentin Audubon, Karim Victorin

Client
Advertiser: Nestlé Purina Pet Care
Marketing Manager: Véronique Herman (Specialist)
Business Specialist: Pierre Durand (Business Unit Manager Specialist)

Sound
Sound Company: The Hot Line
Producer: Aline Bernard
Sound Engineer: Adrien Le Blond

This campaign is about:
McCann, Advertising campaign, Nestlé Purina Pet Care, Outdoor, OOH, Billboard, Health, Dogs

Shepard Fairey –
“What I wanted to do on my last trip to Milwaukee is remind people how important it is to assert their right to vote. The inspiration behind the art of this “Voting Rights are Human Rights” mural is the image of an anonymous marcher from a civil rights march, originally photographed by Steve Schapiro. I felt that this subject is emblematic of the ongoing fight.

It was important to me that I wasn’t the only voice in this piece. I feel very lucky that artists Tyanna Buie, Niki Johnson, Tom Jones, Claudio Martinez, and Dyani Whitehawk, were open to being included in the mural to demonstrate the need for voting rights and racial and social justice! I hope that people will look at this mural and be reminded that their voice matters in shaping the future.

Special thanks to my mural crew for all the hard work, Hanson Dodge for this awesome video, and to Wallpapered City, Black Box Fund, the Milwaukee Bucks for the support on this project!”

Credits
Advertising Agency: Hanson Dodge, Milwaukee, USA
Executive Creative Director: Chris Buhrman
Creative Director: Joe Ciccarelli
Videographer: Brad Rochford
Art Director: Jillian Turbessi
Producer: Michael Joyce
Artist: Shepard Fairey
Obey Giant Team: Dan Flores, Nicholas Bowers, Rob Zagula, Luka Densmore, Jon Furlong, Victoria Yarnish
Contributing Local Artists: Tyanna Buie, Niki Johnson, Tom Jones, Claudio Martinez Dyani

This campaign is about:
Outdoor, OOH, Billboard, Print, United States, Public Interest, Shepard Fairey, Obey Giant, Hanson Dodge, United States Presidential election, US Election 2020, Street Art, Wallpapered City, Marketing and Advertising

Capitalizing on the popular ‘fail’ Internet trend, this campaign launched with several billboards in the downtown Denver area featuring one big ‘typo’. Rather than offering ‘unlimited messages, minutes, and data’, these Visible billboards promised consumers’ unlimited massages, minutes, and data’. We leveraged several influencers to jumpstart the conversation around this #adfail on social. As conversation increased, our community management team engaged with consumers to remind them that, at Visible, what you see is what you get – even if that means unlimited massages. Accordingly, the stunt culminated in a highly attended in-person ‘unlimited massages’ event two weeks later at the heavily foot-trafficked Union Station in the heart of Denver.

This campaign is about:
Visible, Outdoor Campaign, OOH, Billboard, Experiential campaign, Marketing campaign

In December, at least 50% of the sales of the year are made. That is the reason why stores and streets are filled with offers and promotions that ruin Christmas magic.

Tarjeta Cencosud, one of the most important credit cards from Latin America, has implemented this year an action that is as magical as Christmas. It vanished offers and prices from its communication installing OOH, that showed Santa with toys and also could send signals to the virtual assistants of parents’ phones. By doing so, they managed to make adults learn about the Christmas promotions of the products that children wanted, without them even noticing.

They added a technology to billboards that send out an ultrasound message inaudible by humans, however noticeable to smartphones assistants, allowing to communicate offers without being heard by children.

“Devices of ultrasound audio transmission were composed of a high frequency oscillator of 40Khz, an audio player, a frequency amplifier and an array of ultrasound transducers with its own power source”, the developers explained.

“That a credit card gives up sales to take care of Christmas magic for children, is an example for everyone. Based on the dolphin attack, we made an unprecedented technological development that allows us to avoid put prices on communication. This is an action that shows that technology is not cold if used nobly”, said Patan Tarazaga and Dany Minaker, CCOs of Wunderman Latam.

Credits
Agency: Wunderman Thompson, Buenos Aires
Advertiser: Tarjeta Cencosud
Executive Creative Director: Sebastián Tarazaga / Dany Minaker
Creative Director: Damián Lavandera / Gastón Durán / Matías Paglieri / Darío Ventura
Social Media Team: Lucas Frigerio / Julián Amarillo
Agency Producer: Maite Orlievsky
Technology Director: Francisco Tripodi / Santiago Villa
Customer Service Director: Fabiana Antonelli
Account Direction: Mercedes Cores / María José Cruces
Account Supervisor: Fernando Pomares
Production Company: Rebolución
Directors: Juliet / Lucía Valdemoros
Executive Producer: Santiago Aicardi / Tomás Perez Silva
Producer: Martín Busel
Director of Photography: Daniel Carrizo
Editor: Federico García Rico
Music Band: Violeta Music
Advertiser Supervisor: Melina Suarez Pino / Analía Riganti

Tags:
Wunderman Thompson, Cencosud, The Unexpected Message, Outdoor, OOH Campaign, Christmas Campaigns, Christmas Ads, billboard, Technology, Innovation

Credits
Brand: Volkswagen
Campaign: The Last Beetle
Advertising Agency: DDB Group, New Zealand
Chief Creative Officers: Damon Stapleton
Executive Creative Director: Gary Steele
Creative Director: Rory Mckechnie
Creative Director: Brad Collett
Copywriter: Maisie D’Cruz
Art Directors: Jay Kim, Zac Lancaster
Copywriter: Sophia Cussell
Agency Producers: Julz Lane, Sheetal Pradhan
Art Buyers: Lily Blackman

Tags:
The Last Beetle, Car, New Zealand, Automotive, Volkswagen, DDB, Print Ad, Billboard, Outdoor Ads, OOH, Print campaign

The billboard meant for the fair skinned and slightly balding young royal, tells him that the London sun is nothing compared to the scorching Israeli sun and kindly nudges the prince on to buy and apply Life Sunscreen. But while the billboard’s message seems mostly straightforward and innocent, it of course could not refrain from poking a little fun and derision at the “Sun” British Daily Newspaper known for grilling the royal family any occasion it gets.

Credits:
Client: Super-Pharm
Agency: BBR Saatchi & Saatchi
C.E.O: Yossi Lubaton
VP Clients: Ben Muskal
Chief of Creative: Idan Regev
Creative Director: Yair Zisser
Copywriter: Ronni Azulay, Ran Even
Art director : Ori Hasson
Clients Director: Noa Sharf
Account Supervisor: Shirley Tamar Konka
Studio ATL: Yaron Keinan, Chen Graisman
Publicis Media: Gilad Sterenberg

America is much more than just apple pie, baseball and a controversial electorate! What inspires America’s “greatness” is its people, and talking about what it means to be American had inspired media brand Fusion to create its “As American As” campaign. In collaboration with its creative agency SS+K, Fusion’s campaign shows through its short videos and photographs of Americans of all colors, backgrounds and cultures, that America is amazingly diverse as it paints a beautiful picture of reality untainted by politics or belief systems.

Stephen Leps, Vice President Executive Creative director of Fusion states, “This campaign celebrates the diverse and inclusive America we live and breathe every day and how we are all a product of many different cultural influences… We want a new generation, the rising mainstream, to put their fingerprints on this quintessential expression of Americana because we are no longer simply as American as apple pie.”

The campaign started off as just an attempt to showcase America’s amazing diversity. However, Fusion and SS+K were unprepared for the outright rejection they faced in some of the country’s most cosmopolitan areas. They were quick to respond with a new billboard in Manhattan, where they crossed the censored images out with the line “X marks the spot of censorship.”

Award Winning filmmaker and photographer Gillian Laub’s apparent “controversial” images featured a cheerleader in a hijab, two men kissing, a Hispanic serving in the military, an older woman using medical marijuana and a woman dancing in the West Indian Day Parade.

Fusion says that the images are purposefully provocative and carries a subtitle that says “Calling All Voices”, implying that every American has a say in this proud country. A recent college campus tour saw the culmination of the campaign that is all set to include out-of-home placements on billboards in Stamford and Philadelphia apart from wild posting in other cities.

Credits:
Brand: Fusion
Advertising Agency: Ss+K, New York, USA
Partner: Bobby Hershfield, Rob Shepardson
Chief Creative Officer: Bobby Hershfield
Creative Director: Armando Flores
Art Director: Malika Reid
Copywriter: Margaret Webber
Design Director: Jesse Raker
Lead Designer: Chris Peck
Director Of Production:John Swartz
Innovation: John Swartz
Executive Producer: Jamie Appelbaum, Liz Mistriel
Photography: Jamie Appelbaum
Video:Liz Mistriel
Founder: Rob Shepardson
Account Lead:Rob Shepardson
Account Supervisor:Gisell Galan
Account Coordinator:Jason Fishkin
Strategy:Claudia Cukrov
Production Company:Freebird Production
Director: Gillian Laub, Verbatim
Photographer: Gillian Laub, Verbatim
Director Of Photography:Rick Gershon, Verbatim
Photography Assistant: Yoav Friedlander
Producer: Tali Magal, Katya Pavlova
Assistant Producer:Jessie Jobst
Casting: JV8, Inc, Planet Pre Pro
Video Edit: The Mill
Post Production Company: The Mill
Editor: Ryan Mckenna
Colorist: Damien Van Der Cryussen
Event Production: Chris Wayne, Associates
Owner: Chris Wayne
Chief of Staff: Tim Biba
Account Manager: Marc Gross
Technical Director: Danny Huebsch

Moltyfoam, one of Pakistan’s leading mattress companies, saw an opportunity to help and provide a solution to people sleeping outdoors.

Moltyfoam and agency, Pakistan BBDO, developed the world’s first BillBed. A billboard designed from the product itself.

By day the BillBeds advertised the brand, and by night – with a simple flick – they are transformed into comfortable beds.

The weatherproof BillBeds were placed in over 150 locations in 9 major cities across Pakistan, at locations that the brand knew would benefit homeless labourers the most.

The campaign has won a Bronze Lion at the Cannes Lions 2015 awards.

Brand: MoltyFoam
Advertising Agency: BBDO, Pakistan
Senior Art Director / Concept: Muhammad Ahmed Mustafa
Strategic Planning Director: Assam Khalid
General Manager: Aamir Allibhoy
Associate Creative Director: Sahar Mullick
Junior Art Director: Imran Khan
Creative Director: Ali Rez
Production Manager: Atif Pasha
Deputy General Manager: Faisal Durrani
Senior Account Manager: Idrees Hussain
Creative Director: Madeeha Noor
Video / Photography: Muhammad Ahsan
Director of Photography / Cinematographer: Mujtaba Hussain Shah

Credits
Advertising Agency: DMC Propaganda
TIM Brazil: TIM Calls by DMC Propaganda
Copywriter: Mauro Teixeira
Creative Director/ art director: Thiago Taufic
Producer: Euro Mídia
Account Director: Adriana Jardini da Cunha / Mauro Salek
Art Buyer: Luis Carlos Libanori
Client Team Director: Alcir Candido, Carol Veríssimo

Serve Marketing, the country’s only all-volunteer advertising agency, developed the campaign titled “Condom Word”. It is part of an on going effort to reduce Douglas County’s skyrocketing STD rates and promote Omaha’s expanded free condom distribution program around the city. The provocative public service campaign will be seen on social media, billboards, bus sides, banner ads and in public bathrooms. It features big words like “love”, “passion” and “share”- all made of assorted condoms. The words are then followed by sentences like “Love. It’s more beautiful without a Herpes outbreak”. Or “Share your love, not a Chlamydia infection.” Viewers are then directed to find out where they can get free condoms by going to GetCheckedOmaha.com

“It’s time we started a discussion about importance of condom use among sexually-active teens and young adults in Omaha,” explains Serve’s Volunteer Creative Director, Gary Mueller. “But in a way that is cool and artful enough that our audience will want to post it on Instagram or share on Facebook or Twitter–all while getting the message out that free condoms are available all over Omaha.”

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Credits
Advertising Agency: Serve Marketing, USA
Executive Creative Director: Gary Mueller
Creative Director / Art Director: Kelsey Barnowsky
Creative Director / Copywriter: Mike Holicek
Typographer: Whitney Anderson
Photographer / Retoucher: Anthony Giacomino
Multimedia Designer: Charlie Marsh
Developers: Fred Ziegler, Genevieve Schweitzer
Social Media: Courtney Kronschnabel, Alex Boeder
Production: Rob Birdsall, Stacey Soden
Account Executives: Heidi Halperin, Matt Larson