Special Yellow May campaign seeks to raise public awareness about traffic risks and safety.
To reinforce the importance of safe traffic, the Gringo, an application that aims to simplify the driver’s life, will “equip” monuments throughout Brazil with protective items such as seat belts, helmets and warning signs in a Fake Out Of Home (FOOH) action graphics to simulate real activations in known spaces) this Yellow May. Carried out in partnership with regional digital influencers, the campaign “Respect is on the Track: In Traffic, only safety cannot wait”, aims to strengthen the message that all the characters that make up traffic need to be in tune for truly safe traffic .
For the campaign, important monuments were selected in the cities of São Paulo, Rio de Janeiro, Belo Horizonte, Curitiba and Salvador and will be illustrated, with the help of computer graphics, with safety items, such as helmets, for example. Thus, digital influencers Jhana Paixão (BA), Carolina Perotti (SP), Luana Romão (RJ), Isabelle Tofani (MG) and Pablo Vaz (PR), recorded images in places related to their regions and were surprised to see the “equipped” monuments.
“Our intention with the Yellow May campaign is to generate, in addition to awareness, local belonging, which is why we chose regional influencers so that the action establishes identification with our drivers in each city”, explains Laura Leal, CMO of Gringo.
Throughout the month of May, messages highlighting road safety will be broadcast on Gringo’s digital media, from respecting pedestrian crossings to the use of safety equipment.
“Content is the basis of communication with our friends. And, in Yellow May, we want to show that being the driver’s best friend also means worrying about everyone’s safety”, says Laura.
Discover the monuments
The monuments chosen to be part of the campaign are quite symbolic for their cities. In São Paulo, the statue of Christopher Columbus, located in Praça Panamericana, in the West zone, will have a no parking sign next to it. In Rio de Janeiro, Christ the Redeemer will receive a helmet.
In Belo Horizonte, the statues of Carlos Drummond de Andrade and Pedro Nava, located in the city center, will be illustrated with a pedestrian crossing. Finally, the image of the Naked Man, in Curitiba, and As Meninas do Brasil (As Gordinhas), in Salvador, will receive a seat belt.
“With this campaign, we want to show that everything can wait, except our safety. So, don’t be in a hurry to put on your safety equipment, let a pedestrian cross the lane or even check your child’s seat belt. Safety must be the first thing to be remembered”, concludes Laura.
*Cover photo: Disclosure/Gringo
Follow Adnews on Instagram e LinkedIn. #WhereTransformationHappens
