Waze Carpool. El ride inteligente.
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Digital Campaign
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How do you convince commuters to start carpooling?
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Commuters in Mexico would not usually ride with strangers, yet there is something else that they dislike even more: traffic drama. For the launch of Waze Carpool in Mexico, we wanted to show to riders and drivers that they go through so much drama that we can make a musical out of it. And the best way to eliminate that drama? With Waze Carpool.
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2019
R/GA + Waze Carpool
Creative Direction Saulo Rodrigues, Bruno Ponzini
Visual Pleemo
Copy Maurício Bina, Ana Beatriz Simões
Production Catalonia
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Real-Life Commute Drama
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To help commuters identify with the drama, we made an entire campaign out of real user complaints. We responded comments on billboards and transformed all the real-life drama into memes and gifs for social media.
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"I see cars everywhere."
"Gas prices went up while my money..."
"Left for work early but arrived late."
"When I have to deal with traffic all by myself."
"Chatting with my imaginary friend in traffic."
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