Localiza - "Xtraordinary Driving School"

Maloca73 Belo Horizonte, Brasil

2028

Marca: Localiza
País: Brasil

Anunciante: Localiza Rent A Car

Título	Xtraordinary Driving School
Agencia	Maloca73
Campaña	Xtraordinary Driving School
Anunciante	Localiza Rent A Car
Marca	Localiza
Fecha de primera difusión/publicación	2023 / 4
Sector Empresarial	Transportes, viajes y turismo
Filosofía	Latin America's largest car rental company, Localiza, has launched its Xtraordinary Driving School to empower people with intellectual disabilities to earn their driver’s licences. According to data from the Ministry of Infrastructure, Brazil has more than 74 million licensed drivers - but only two with Down’s syndrome. Despite the fact that there are no restrictions on people with intellectual disabilities driving, most either aren’t aware of this or have faced social and intellectual barriers growing up. The initial impetus for the campaign came about after Rui Tofani, a planner at Localiza wanted to help a friend with Down’s syndrome fulfil her dream of obtaining a driver’s licence. Reflecting on the obstacles she would face, Localiza's in-house agency, Maloca73, was spurred on to make a change. With the Xtraordinary Driving School, Localiza will not only raise awareness for the opportunities available for aspiring drivers, but also offer driving courses and cover the expenses of 30 aspiring drivers with intellectual disabilities. One of Brazil’s drivers with Down’s syndrome is Laura Simoes, whose story is told in the hero video broadcast across TV and social media. Having always been fascinated with driving, we watch as the day comes for her to translate her dreams into reality, backed by her own determination and the support of those around her. The campaign has already achieved enormous success, reaching more than 15 million unique users, prompting 98% positive interactions on social media, and even getting the attention of the Brazilian senate. The school’s first enrollment class was filled less than 24 hours after its launch, and four were filled in the first three days. Localiza has also partnered with the Mano Down Institute, a non-profit organisation promoting the autonomy and inclusion of people with Down’s syndrome and other disabilities.
Medio	Branded Content
Duración	104 seconds
Chief Marketing Officer (CMO)	Antônio Augusto
Brand Director	Tatiana Rocha
Digital Marketing Director	Juliana Valeriano
Director creativo	Dan Zecchinelli
Director creativo	Rodrigo Spotorno
Diseñador	Átila Milanio
Diseñador	Matheus Carvalho
Responsable de conceptos / redactor	Ildeu Filho
Responsable de conceptos / redactor	Dan Zecchinelli
Director artístico	Estevao Domingues
Director de proyectos	Rayssa Monteiro
Ejecutivo de cuentas	Camila Caldas
Ejecutivo de cuentas	Vanessa Maraísa
Account Assistant	Vitória Jéssica
Motion Designer	Marco Oliveira
Planner	Giovanna Bayara
Planner	Rui Tofani
Web designer	Cláudio Nascimento
Developer	Braulio Mateus
Content	Rejayne Nardy
Content	Gabriela Sá
Content	Lais Sousa
Content	Rodrigo Sales
Online Media	Bruno Henrique Teixeira
Online Media	Elaine Neves
Online Media	Gabriela Mansano
Director de publicidad	Júlia Resende
Director de publicidad	Iane Sena
Trade Marketing	Luana Akemi
Trade Marketing	Larissa Pedrozo
Trade Marketing	Vitor Zavatta
Consejero creativo	Daniel Correa
Consejero creativo	Eduardo Marques
Consejero creativo	Manuel Rolim
Consejero creativo	Marcos Hosken
Consejero creativo	Ricardo Matos
Productora	Modernista Creative Producers
Realizador	Gonzo Llorente
Productor ejecutivo	Marcelo Monteiro
Productor ejecutivo	Alexandre Lucas
Ejecutivo de cuentas	Iara Demartini
Ejecutivo de cuentas	Nicole Bonnet
Production Creative Director	André Inácio
Production Creative Director	Alexandre Lucas
1st AD	Raquel Reis
2nd AD	Caio Alfieri
Director de fotografía	Leo Kawabe
Director de producción	Pedro Gomes
Director de producción	Thais Girotto
Production Director	Gilberto Pereira
Producción	Monica Silva
Producción	Antonio Marcos
Casting	Alice Wolferson
Casting	Neto Avena
Director artístico	Karla Salvoni
Objects Production	Bruna Ramos
Make-Up Artist	Laura La Laina
Makeup Assist	Camila Ahn
Set Production	Clayton Dantas
Post Production / Finishing	Augusto Medeiros
Finishing Assistant	Gabriel Carneiro
Montador	Daniel Prync
Color Grade Company	Psycho N' Look
Motion / VFX	Fabio Meira
Director de proyectos	Simone Ferreira
Producción de sonido	OITAVA
Producción de sonido	Flávio Guerra
Producción de sonido	Leo Correia
Producción de sonido	Sílvia Niffinegger
Photography	LUMINI Fotografia
Fotógrafo	Márcio Rodrigues
Fotógrafo	Marco Mendes
Technical Consultant	Instituto Mano Down
Technical Consultant	Bruna Moreira
Technical Consultant	Carolina Mota
Technical Consultant	Dudu do Cavaco
Technical Consultant	Gabriel Leandro
Technical Consultant	Leonardo Gontijo
Technical Consultant	Miia Siqueira
Visual Identity	Ewerton Mokarzel
Visual Identity	Arnaldo Bastos
Visual Identity	Daniel Alencar
Visual Identity	Felipe Luz
Visual Identity	Rodrigo Valdevite
Visual Identity	Lucas Machado
Visual Identity	Julia Bergamo
Visual Identity	Amanda Oliveira
Visual Identity	Felipe Montagnoli
Visual Identity	Gustavo Vasconcelos
Visual Identity	Pedro Silva
Visual Identity	Beatriz Zaidan
Visual Identity	Gianlucca Segato
Visual Identity	Thayná Alves
Visual Identity	Hugo Pinheiro
Visual Identity	Gabriel Porto
3D Illustration	XCAVE Studios
Offline Media	Agência Sophí
Offline Media	Rhayda Rufino