Go Carpool 
Digital Campaign

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How do we get college students to care about carpooling to class?

Our brief from Waze Carpool - the carpooling app for sharing your commute and costs - showed that the app had immense potential with a growing audience in Brazil: college students.

In order to create a campaign that would engage students and drive them to carpool to class, we wanted to be where students were: on social media.

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The campaign

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We wanted to take advantage of natural college patriotism and community-led involvement so we created a grassroots race among students to elect and award the college with the highest number of carpools. 

Everytime a student carpooled with another student, they both scored points. We created a real-time ranking on our website so students could keep see their score and discover what awards they could unlock.

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Every aspect of Waze's visual language was customized to fit each school's identity, so every students could feel represented in the race. 

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To win the competition, students became the brand's spokespeople in order to recruit carpoolers.

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Waze Carpool 'Vá de Carona' 
Digital campaign

Role
Visual concept + art direciton, digital campaign + execution

Creative Direction: Bruno Ponzini

Visual: Pleemo, Eduardo Gooda, Caio Orio, Aurélio Silva

Copy: Ana Beatriz Simões, Gustavo Finamore

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nicetomeetyou

patyleemo@gmail.com
+1 262 744 2437