Getting the first license is a long-awaited process in the lives of some young people, especially because of the numerous defensive driving exercises and principles that the driver must know. So, Chevrolet Onix created a challenge in TikTok to help with this task.
#PassinhoDaAutoescola is a filter that shows the main measures necessary to ensure a safe trip – such as adjusting the rearview mirror or putting on the seat belt – and transforms them into dance movements to be repeated by internet users.
The choreography is based on automatism, a learning method that activates the body’s muscle memory through repetition of exercises. Developed with the help of a choreographer and a driving school teacher, the little dance has the same muscle movements of defensive driving behaviors taught in training, such as the BEC exercise (Bench-Mirror-Belt), which helps to remember the essential procedures .
The filter has an icon-shaped caption that teaches how to dance, to the sound of the song “Passinho do Volante: Ah, Lelek Lek Lek Lek”.
The campaign is signed by Commonwealth/McCann, and Isobar is responsible for targeting, audiences and digital media strategy development.
Datasheet
Agency: WMcCann
Customer: Chevrolet
Product: ONIX
Campaign: #PASSINHODAAUTOESCOLA
Customer Team: Hermann Mahnke, Federico Wassermann, Pamela Mourao
CEO: André France
CCO: Hugo Rodrigues and Mariana Sá
creative direction: Fernando Penteado and Eric Sulzer
Creation: Alexandre Santos, Lucas Dias and Edilene Santos
TUBE: Renata Bokel
Planning: Eduardo Cabral, Tatiana Weiss, Pedro Hypolito
Contents: Cirilo Dias, Larissa Araújo and Kimberly Dailher
Business director: Danilo Ken
Service: Joana Campanelli and Andressa Santos
VP of media: Fabio Urbanas
Media: Guilherme Silva, Anita Barcellos
WITH A: Deny Watanabe, Felipe Borges, Thiago Tiuzzi, Fábio Oliveira.
Director General of Production: Camila Naito
Projects: Deborah Peixoto
Public relations: Kerena Neves and Giulia Camargo
technology producer: Lightfarm Studios
Direction: Nelson Schmidt
Coordination: Vivi Adade
Artists AR: Beatrix Yuassa e Mex G M
Production: Heloisa Novaes
Creative Digital Strategy – G3A SOCIAL ID
Production director: Guilherme Andrade
Digital Campaign Strategy – Isobar
CEO: Ana Leão
TUBE: Aloísio Pinto
Planning: Felipe Volpintesta, Luiz Menenzes and Isabella Campozano
Technology and inovation: Eric Scapim
Business: Fernanda Marin, Ana Paula Thurler
Projects: Natalia Viana
Media: Maria Rivas, Amandha Cardoso, Douglas Souza
WITH A: Vitor Moura, Pietro Acauã Novaes Errêa
Customer Approval: Hermann Mahnke, Bruno Campos, Francisco Batajelo, Francine Santos
