Waze Carpool. El ride inteligente.
How do you convince commuters to start carpooling?
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.
R/GA + Waze Carpool
Creative Direction Saulo Rodrigues, Bruno Ponzini
Copy Maurício Bina, Ana Beatriz Simões
Real-Life Commute Drama
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.
"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."
Be Extra & Ordinary Global Campaign, Melissa— Art Direction & Campaign Execution
Vem Quente, Neutrogena— Campaign concept & art direction
Away to Mars + M MissoniArt Direction
Absolut Pride— Campaign concept & art direction
Great Gig in the SkyArt Direction, graphic design
Chega lá e Eudora— Digital Campaign & Art Direction
SNKR Culture headquarters, Nike AirMax— Creative concept & art direction
Beauty brand Eudora Style Guide— Art Direction, calligraphy
Nike Vem Junto, running platform— Visual concept & Campaign