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.

Credits
Brand: Durex
College: Miami Ad School, Hamburg & Miami Ad School, Sao Paulo
Tutor: Frank Garcia, Giulia Magaldi
Creative Team: Shadab Wajih, Caio Kochenborger

This campaign is about:
Durex Kama Sutra 2.0, Digital campaign, Health, Personal Accessories

Credits
Advertising Agency:JWT, Sao Paulo, Brazil
Chief Creative Officer:Ricardo John
Head Of Art:Fabio Simoes
Creative Directors:Erick Rosa
Copywriters:Bruno Pereira, Gabriel Morais
Art Directors:Robison Mattei, Pablo Lobo, Pedro Ricci
Illustrators:Pablo Lobo, Pedro Ricci
Graphic Producers:Flávio Schaefer, Flavio Colella

Tags:
Print, Health, Beauty, Pharmaceutical, Creative Print Ads, Print Campaign, Listerine

We were always told not to judge a book by its cover. But, as it seems, people are doing exactly that when it’s time to pick their next books. So ad agency Africa and publisher e-galaxia decided to use this to entice a reevaluation of people’s relationship with literature and get them to give classic books a chance.

They looked at dozens of best-sellers and analyzed their covers to find the most common features: strong male upper body, very defined muscles, usually no face in the frame, heavy font with a powerful, attention-grabbing word highlighted. Then, with this data collected, they set out to redesign the covers of classic works of literature – like The Picture of Dorian Gray, Robinson Crusoe and Moby Dick.

The Judgeable Covers Collection had a budget of virtually zero dollars. And, without changing a single word from the originals, the new editions stood out immensely from their books’ usual covers, appealing to a whole new demographic – and reaching the #1 spot as Amazon’s best-selling Romance in English.

Maybe it’s not for the purest of reasons, but by changing the covers of masterpieces to a more… marketable format, they have now become enticing to readers who would not have given them much consideration before. And, if this ended up landing a good book on the hands of someone who judged it by its cover, well, then e-galaxia’s work is done.

Credits
Brand: e-Galaxia
Campaign: Judgeable Covers Collection
Advertising Agency: Africa, São Paulo, Brazil
CCO: Sergio Gordilho
Ecd: Sophie Schonburg
Creative Director: Bruno Valenca
Copywriter: Daniel Ogawa
Art Director: Rick Garcia, Ricardo Montes
Content Director: Filipe Botton
Director of Institutional Relations:Raphael Vandystadt
Special Projects Creative Director:Monique Lima
Special Projects Manager: Juliana Leite, Fernanda Segura
Special Projects Producers: Julia Newman, Isabela Levy, Fernando Alonso
Client Services: Fernando Alonso
Media: Rodrigo Famelli
Planning: Rafael Camilo, Iago Santos
Agency Producer:Rodrigo Ferrari
Editors: Cadu Silveira, Marssola Rodrigues
Motion: Lucas Fuse, Lucas Candido

Source

Tags:
Africa, e-galaxia, books, Digital, Robinson Crusoe, Moby Dick, Amazon, São Paulo, Brazil, Judgeable Covers Collection

The agency behind the creation of the campaign is David from Sao Paolo. Christmas Rules features a short video of the polar bears engaging in the traditional preparation for the Christmas eve. A special version of Philip Philip’s song titled Home acts as the soundtrack of the campaign. The version in Coca Cola’s advertisement has been sung by Luiza Caspary. The ad film promotes values like family and communal harmony via the means of an animated story. Coca Cola’s iconic polar bears bring their unique charm to the campaign while simultaneously encapsulating the brand’s identity.

We feel that Christmas Rules perfectly braces everyone for the festive season. Furthermore, it establishes a place for Coca-Cola in the Christmas celebrations.

Credits
Agency: David SP
Client: Coca-Cola Brazil
Managing director: Sylvia Panico
Creative VP: Rafael Donato
Creative Director: Edgard Gianesi
Copywriter: Lucas Silva, Lucas Vigliar, Fernanda Machado
Art Director: Fabio Natan, Thiago Ferreira, Christiano Vellutini
Producers David: Fabiano Beraldo, Fernanda Peixoto, Gustavo Viola
Editor: Leonardo Nichida
Account: Carolina Vieira, Stefane Rosa, Cacá Franklin, Fernanda Feldmann, Camila Coelho, Pedro Zetune
Head of Innovation: Toni Ferreira
Planning: Daniela Bombonato, Carolina Silva e Bruno Gomiero
Social media: Lucas Patrício
Media: Márcia Mendonça, Camila Fiuza, Diego Rolim, Leila Pereira e Manuela Cintra
Producer Company: Vetor Zero
Director: Alton
Executive producers: Alberto Lopes e Sergio Salles
Editors: Eduardo Silva e Ricardo Vaz
Account: Fernanda Germek e Marcia Guimarães
Producer: Eduardo Silva e Ricardo Vaz
Sound Production: Jamute
Producers: James Pinto e Leck Gomes
Voice: Luiza Caspary
Clients Approval: Selman Careaga, Beatriz Bottesi, Keila Marconi, Augusto Veríssimo, Flavio Reghini e Poliana Tonelli

Tags:
Coca-Cola, Vetor Zero, David SP, Coca-Cola, Brazil, Christmas Rules, Christmas Campaigns, Christmas Ads, Coca-Cola Ads, Coca- Cola Campaigns, Philip Philips, Polar Bears, São Paulo, David The Agency, Non-alcoholic Drinks, 3D

Forbes is best known for giving us all the latest news on how entrepreneurs are taking big leaps in the business sector. The company is recognized for its impactful covers and celebrating successful people in different industries whose innovative ideas have disrupted markets across the globe.
However, when the Forbes team sat down to analyze the covers they have been featuring over the years, they noticed that an interesting trend – almost all the people on these covers were men – a pattern that they found hard to ignore anymore. Being the leading business magazine, Forbes took it upon themselves to get to the bottom of this, resulting in their campaign Forbes Women.

As Forbes probed further, they were startled with this skewed representation of women leaders on their covers. The men-in-business trend is more of a reality than just a chance occurrence. To showcase this glaring misrepresentation of women on their hallowed magazine cover, the company has created a series of Forbes Magazine covers but with a twist – while the covers still feature leading businessmen, their genders have been changed to showcase business women who might have never got the opportunity to be on the cover, despite their achievements.

In the first installation of the Forbes Women project, entitled ‘Equal Pay Billionaires,’ a series of ads were showcased – the point of which was to start a conversation about equal pay. After all, since studies show women in the US make 80 cents to every dollar a man makes, Forbes wondered – if the richest people in the world were women, would they remain the richest people in the world? Here’s what Forbes found.

• If Mark Zuckerberg had been a Marcia, she would 21% of what she makes.



• Billie Gates – the reimagined version of Bill Gates, would fall from the top of the list of billionaires to a spot at number 4.



• Carlos Slim would lose 17% of his pay if he were born a ‘Carla.’

The importance of this campaign is heightened when you consider where actual women even start to show up on Forbes’ infinite list of billionaires. The first name – Liliane Bettencourt – can be seen at spot no. 14 – and pretty much all of the women on the list are there because of money they’ve inherited, rather than created because of their businesses. And when you do find women have cleared that milestone, they are all the way down at the very bottom of the list. Clearly, the Forbes campaign is not about nothing.

In 2018, Forbes Brazil came up with a follow-up campaign to ‘Equal pay billionaires.’ After teaming up with Ogilvy Brazil, the company released an unsettling campaign that asks – would we know of people like Elon Musk, Jeff Bezos or Larry Page if they were born women? The question is visualized with a similar approach as the ‘Equal pay billionaires’ campaign – but with this project, entitled ‘More opportunities,’ Forbes asks the viewer more significant questions about why women don’t seem to become big names in the business sector.

The print ad is further accentuated by the slogan that accompanies each picture: ____ ‘probably wouldn’t have founded (the specific company name).’ For many in the industry, this is quite an eye-opener especially given the realistic depiction of the founders as the opposite gender.

Taking what they’ve learned through the first ad campaign ‘Equal pay billionaires,’ Forbes’ aims to push further with this installment. With the simple tagline, ‘More opportunities, more women on the list.’ Forbes makes a clear point about why there are so few women on the Forbes’ list of billionaires – and the answer is as simple as not having the same opportunities.

However, Forbes didn’t just want to run an ad campaign that couldn’t be backed by concrete evidence. This is why, in the ‘More opportunities’ ad campaign, it has taken a step ahead and provided statistics to back up their claims. And because each print ad doesn’t have the same statistic, it makes the message even stronger and worthy of attention.

Some critical stats mentioned in this campaign:

• Female-led companies get just 16% of loans offered every year.
• Startups founded by women receive only 7% of all venture capital raised each year.
• Women-owned businesses receive only 5% of government grants distributed each year.

Looking at these numbers, it is clear that women are not often not trusted to succeed, and so less money is invested in the projects that they create. With mind-boggling data blended seamlessly in this hard-hitting campaign, Forbes has genuinely made a serious effort to make the business sector more diverse and inclusive. This indeed is another wake-up call for the entire corporate community to march towards a future that potentially includes women in leadership roles. The messaged has been conveyed. But are we listening?

Credits
Brand: Forbes
Campaign 1: Equal Pay Billionaires
Campaign 2: More Opportunities
Advertising Agency: Ogilvy São Paulo, Brazil

This Print Advertising is about:
Ogilvy, São Paulo, Brazil, Forbes Women, Mark Zuckerberg, Bill Gates, Carlos Slim, Jeff Bezos, Larry Page, Elon Musk, Equal Pay Billionaires, Liliane Bettencourt, Forbes Magazine, Digital Campaign, Creative, Creative Print Ads, Creative Advertising Campaigns, More Opportunities

The Smart Beats are bottle-shaped speakers that come with Skol’s signature branding and also double up as a digital assistant. Wieden & Kennedy Sao Paulo developed the ad campaign on the brand’s new innovation. Media Monks, the creative digital production company, also worked on the project.

The artificial intelligence-based Smart Beats can help you out with all our party related requirements. It can call you an Uber, play awesome playlists, give you style tips, help you with drink recipes, and more. This limited edition device is your ideal party assistant!

Website:

We feel that the luxurious Smart Beats Speakers device will definitely attract some loyal customers of the brand. However, some might just view it as nothing more than a fancy toy.

Credits-
Client: Skol Beats
Campaign: Smart Beats
Creative agency: Wieden+Kennedy, São Paulo
Production company: MediaMonks

This Ad is about:
Skol Beats, Smart Beats, Wieden+Kennedy, São Paulo, MediaMonks, Beverages, Beer, Technology, Innovation, Alcoholic drink

By virtue of the power manifested in a plugin created by the ad agency, ‘F.Biz’, the famous google chrome T-Rex game can easily be turned into a virtual all-terrain offline experience.

Well, who knew that substituting a Jeep Willys for a T-Rex inside an endless game could turn into a digital campaign? Now that is it out there, we happen to concur with views depicted in the game’s promotional video: The best way to disconnect from the world is on a Jeep!

You can get it here Jeep Offline Game

Credits:
Brand: Jeep
Campaign: Jeep Offline Game
Advertising Agency: F.Biz, Sao Paulo, Brazil
CCO:Guilherme Jahara
Ecd:Alessandro Bernardo
Creative: Armando Araújo, André Batista, Sérgio Klemtz
Cso: Renata D’Avila
Planning: Sara Silva, Marina Mouco, Mariana Viçossi
Media: Luciana Prado, Victor Berto, Fernando Cipriano, Giovanna Fernandes
CBO: Juliana Nascimento
Client Service: Raul Fernandes, Sabrina Zajakoff, Jonathan Cartagena
Marketing: Mônica Gelbecke, Janaina Langsdorff
Pr: Mônica Gelbecke and Janaina Langsdorff
Rtvc: Iara Demartini
Motion Designer: Wesley Martins, Carlos Souza
Audio Production Company: A9
Technology: Marcelo Carneiro, Vincent Maraschin, Kauê Righi and Nicholas
Proofreading: Eliane Arakaki and Renata Garcia
Client Approval: Joao Ciaco, Maria Lucia Antonio, Marjorie Kockannya

This Ad is related to:
Google Chrome, Jeep, F.Biz, Sao Paulo, Brazil, T-Rex, Automobiles, Digital campaigns, Digital Innovations, Technology, Jeep Offline Game

Credits:
Advertising Agency: Agência Um, Sao Paulo, Brazil
Ceo: Luiz Augusto Corrêa
Creative Director: Lenilson Lima
Culture:Daniel Da Hora
Curatorship Director: Daniel Da Hora
Art Director: Eugênio Lima, Alisson Carvalho
Copywriter: Rafael Paulino, Rafael Oliveira, Cynthia Carvalho
Photographer: Cival Jr.
Illustrator: Flávio Jatobá
Retoucher: Ricardo Moreira
Account: Ludmila Canto
Digital Production: Caio Leão
Executive Production: Rodrigo Peirão Moraes
Media: Deysi Coêlho
Graphic Production: Tássia Martins, Mayra Alves

This Print Campaign is related to:
MPT, Advertising, Creative Ads, Print, Creativity, Digital, Agência Um, Sao Paulo, Brazil, Child Labour, Ad agency, Print advertising, Creativity

‘Now you don’t just like the post but also eat them.’ This was an interesting way to use geolocation to increase their popularity. By looking at the stories of local users, chef Santi Roig from Underdog Meat & Beer Restaurant made delicious burgers during lunch time for the Instagram followers. Taking this opportunity, Heinz used its packaging to deliver delicious food to people in the nooks and corners to make their brand more popular. It was a brilliant 2-hour advertising campaign launched by the ad agency Africa with the help of Facebook Creative Shop that became very popular in Brazil. With collaboration with local restaurants, it had some tremendous results.

Hence, the followers of Heinz in Brazil on Instagram were pleasantly surprised at lunch time by some irresistible and delicious food through #IrresistiblePosts.

They attempted to turn people’s cravings into reality so they can eat it with Heinz!

Credits:
Brand: Heinz
Website: http://www.heinzbrasil.com.br/
Campaign: Irresistible Posts
Advertising Agency: Africa, Brazil
Chief Creative Officer: Sergio Gordilho
Executive Creative Director: Ricardo Figueira
Creative Director: Alexandre Prado
Associate Creative Director: Alvin Shiguefuzi
Copywriter: Rafael Carvalho
Art Directors: Bruno Damiao, Marco Giuseppe
Design: Marina Cota
Special Projects Team: Monique Lopes Lima, Eliot Tosta, Aline Saraiva
Digital Producer: Mario Mendes
Agency Producers: Rodrigo Ferrari, Patricia Melito, Valdir dos Santos
Client Services: Paula Coelho, Luisa Vissotto, Barbara Sarquis
Media Team: Luiz Fernando Vieira, Francisco Custodio, Willian Aveiro, Douglas Oliveira, Bianca Navega
Planning Team: Rodrigo Maroni, Aldo Pini, Caio Queiroz, Fernanda Valeria Oliveira, Larissa Perroni
Community Managers: Milena Vieira, Veronica Bortoloto
Photographers: Vitor Manon, Raphael Savelkoul
Chef: Santi Roig
Production Company: Santa Transmedia
Director: 1967
Executive Producer: Pedro Ramos
Production Coordinator: Renata Munaretto
Production: Georgia Reines
DOP: Joao Lucas Carvalho
Editing: Jorge Teivelis
Final Art: Vinicius Meyer, Sivo Greven
Post Producers: Fernando Bardanha, Rafael Casagrande
Sound Production Company: Saxsofunny
Producer: Otavio de Moraes

Video related to:
Heinz, Irresistible Posts, Africa, Brazil, Digital advertisement, Food, Facebook Creative Shop team, chef Santi Roig, social media campaigns, restaurant, burger, Sao Paulo, Heinz Irresistible Posts, #FoodPorn, #NoOneDoesItBetter, Best Social Campaigns, Innovative digital campaigns, Instagram Campaigns, Clever Instagram Campaigns

Credits:
Advertising Agency: Blue Hive, Sao Paulo, Brazil
Creative Director: Vico Benevides, Arnaldo Boico, Rodrigo Strozenberg
Copywriter: Alex Adati, Rafael Hessel
Art Director: Daniel Massih, Thiago Barbieri, Paulo Moraes
Agency Producer: Luana Aghata
Illustrator: Sattu Rodrigues
Account: Sergio Silveira, Rodolfo Luz, Matheus Trigo
Media Team: Rafael Pascoal, Leandro Fonseca, Felipe Lopes, Monique Reis
Planner: Dorian Dack, Fernando Takey, Mariana Fortti

Credits
Client: Honda
Campaign: Honda CB 1000R – From lie to to truth in few seconds
Advertising Agency: Y&R, São Paulo, Brazil
Chief Creative Director: Rui Branquinho
Creative Directors: Rui Branquinho, Pedro Gravena
Art Director: Ronaldo Fonseca
Copywriter: Thiago Espeche
Head of Art: Felipe Pavani
Illustrator: Feppa Rodrigues
Account Director: Helena Brant
Planner: Adriano Eliezer
Client Services Director: Leonardo Balbi
Print Producer: Ronaldo Cavalcante
Account Team: Bruna Lauer

Advertising Agency: AlmapBBDO, São Paulo, Brazil
Partner: Marcello Serpa, Luiz Sanches
Co President Of The Board: Marcello Serpa
Chief Creative Officer: Luiz Sanches
Executive Creative Director: Bruno Prosperi, Renato Simoes
Creative Director: André Gola, Benjamin Yung Jr, Marcelo Nogueira, Pernil
Design Creative Director: Marcus Sulzbacher
Art Director: Ana Conrado, André Leotta
Copywriter: Felipe Cirino, Carol Nigro
CoCreative Director: Luciana Haguiara
Producer: Marcos De Souza
Account Director: Pedro Fragata
Midia: Isabela Albero

Credits
Client: Forbes Magazine
Campaign Title: The Power of the List
Advertising Agency: Ogilvy & Mather, Sao Paulo, Brazil
Vice President Executive Creative Director: Arício Fortes
Art Director: Paulo Coelho, Vinícius Cunha
Copywriter: Omar Caldas, André Jardim
Account Director: Juliana Fernandes
Head Of Client Service: Daniela Glicenstajn
Head Of Media: Daniella Gallo
Media Director: Betania Aragão
Media: Henrique Camargo
Forbes Magazine CEO: Antonio Camarotti
Publisher: Antonio Camarotti

Brand: KIA
Advertising Agency: Moma Propaganda, Sao Paulo, Brazil
Creative Director: Rodolfo Sampaio
Art Director: Guilherme Martins
Copywriter: Rafael de Miranda
Project Manager: Ricardo Brevvi
Digital Producer Company: Huia Digital Production
Study Case: Dogs Can Fly
Director: Manimou
Client: José Luiz Gandini