Localiza - "Xtraordinary Driving School (Case Film)"

Maloca73 Belo Horizonte, Brasil

2007

Marca: Localiza
País: Brasil

Anunciante: Localiza Rent A Car

Titulo	Xtraordinary Driving School (Case Film)
Agência	Maloca73
Campanha	Xtraordinary Driving School
Anunciante	Localiza Rent A Car
Marca	Localiza
Data da primeira Transmissão/Publicação	2023 / 4
Sector Empresarial	Transportes, viagens e turismo
Filosofia	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.
Tipo de Mídia	Case Study
Comprimento	120 seconds
Chief Marketing Officer (CMO)	Antônio Augusto
Brand Director	Tatiana Rocha
Digital Marketing Director	Juliana Valeriano
Director criativo	Dan Zecchinelli
Director criativo	Rodrigo Spotorno
Designer	Átila Milanio
Designer	Matheus Carvalho
Redator	Ildeu Filho
Redator	Dan Zecchinelli
Director de arte	Estevao Domingues
Project Manager	Rayssa Monteiro
Executivo de contas	Camila Caldas
Executivo de contas	Vanessa Maraísa
Assistente do gerente de conta	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 publicidade	Júlia Resende
Director de publicidade	Iane Sena
Trade Marketing	Luana Akemi
Trade Marketing	Larissa Pedrozo
Trade Marketing	Vitor Zavatta
Consultor criativo	Daniel Correa
Consultor criativo	Eduardo Marques
Consultor criativo	Manuel Rolim
Consultor criativo	Marcos Hosken
Consultor criativo	Ricardo Matos
Produtora	Modernista Creative Producers
Realizador	Gonzo Llorente
Produtor executivo	Marcelo Monteiro
Produtor executivo	Alexandre Lucas
Executivo de contas	Iara Demartini
Executivo de contas	Nicole Bonnet
Production Creative Director	André Inácio
Production Creative Director	Alexandre Lucas
1st AD	Raquel Reis
2nd AD	Caio Alfieri
Director de fotografia	Leo Kawabe
Production Manager	Pedro Gomes
Production Manager	Thais Girotto
Production Director	Gilberto Pereira
Produção	Monica Silva
Produção	Antonio Marcos
Casting	Alice Wolferson
Casting	Neto Avena
Director de arte	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
Editor	Daniel Prync
Color Grade Company	Psycho N' Look
Motion / VFX	Fabio Meira
Project Manager	Simone Ferreira
Produção de som	OITAVA
Produção de som	Flávio Guerra
Produção de som	Leo Correia
Produção de som	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