The act of burn buses in Brazil is a sad reality that causes not only financial losses, but mainly social casualties too. From January 2004 until today, more than 2,000 vehicles were set on fire in the country – providing, in addition to delays and less number of avaliable cars, victims that will carry forever the Mark of these actions.
In order to raise awareness of the population, Mercedes-Benz do Brasil started the ”I ride and I care’ movement, created by Moma agency in 2015. At that time, the campaign was followed by the decrease in the numbers of burned vehicles from 662 in 2014 to 318 until the end of that year.
Now the numbers are growing again: it was 312 only until september 2017, compared to 262 in 2016 fully year, according to National Association of Urban Transport Companies (NTU). Facing this worrisome fact, Mercedes and Moma are starting the second phase of the action, highlighting stories of people who had suffered physical and psychological trauma for being present in these situations.
The real story that headlines the new campaign is from mr. Jefferson Alves da Silva, a driver who was injured after his bus gets criminally fired in the São Miguel Paulista neighborhood in São Paulo, five years ago. At that time, he became a hero by saving the life of a physically disabled passenger who could not get out of the veichle. In a film with cinematic language, the situation and Silva’s call to emergence asking for help were recreated without the use of special effects.
In addition to having his story to be told in the campaign, Jefferson Alves da Silva is receiving another tribute from Mercedes-Benz Brazil, also portrayed in the film itself: baptizing a bus from the company’s fleet. His name was engraved on a plaque and inserted into one of the vehicles that will soon be on the streets.
Credit
Campaign: Eu uso, eu cuido (I ride and I care)
Agency: Moma Propaganda
Marketer: Mercedes-Benz do Brasil
Cco: Rodolfo Sampaio
Copywriters/Art Directors: Guilherme Martins, Rafael de Miranda, Bruno Campanelli, Tiago Santos, Bruno Moreira and Helena Laurenti
Project Manager: Ricardo Brevvi
Production/agency: Marcelo “Tyson” Toledo
Account manager: Ernani Junior and Bruna Santarosa
Planning: Fico Meirelles
Media: Ariane Denardi and Julia Martinez
Production company: PBA Cinema
Director: Santiago Dulce
Director of photography: Nixon Freire
Executive director: Mayra Gama
Executive producer: Fernando Fanucchi and Nivio Alves de Souza
Production coordinator: Thaís Simões
Account manager (production company): Gabi Fernandes, Markinhos Fagundes and Diulle Sorrentino
Account manager assistance: Mariane Corredoira
Film editing: Renan Lazari
Post-production coordinator: Mario Ubirajara
Post-production company: Outra Post
Sound production company: Evil Twin Music
Account manager (sound production): Juliana Tangary and Carolina Couto
Sound producer: Andre Faria, Murilo Faria, Leandro Barduzzi and Daniel Santos
Digital producer: Tesla
Account manager (digital): Guto Cunha and Kenia Ribas
Marketers: Walter Barbosa, Curt Axthelm and Jucimara Mioto