In April this year, AlmapBBDO and Eletromidia, the leading company in Brazil’s out-of-home advertising market, came up with an idea to help women alone at bus stops at night. The traditional digital billboards were replaced with new ones with night cameras, microphone and internet connection. Guided by a sensor, it detected the time when only one person was left at the bus stop and automatically connected them with an online attendant that would make her company until the bus arrived. During the day, the billboards showed ads, between 8pm and 5am they became safety devices. The project won Gold at Cannes in June and now the ten original sites have been expanded to 100 across São Paulo, Rio de Janeiro, and Campinas.
The project has been made possible thanks to partnerships with brands such as Santander, Vivo, Bradesco Seguros, Sempre Livre, Diageo, and Anhanguera, as well as support from the city and state of São Paulo and the federal government.
“We’re thrilled about this new stage of the project, which has the potential to make a positive impact on the lives of thousands of people. Eletromidia is dedicated to transforming cities. And in this case, that’s exactly what we’re doing. Abrigo Amigo is an innovative initiative that uses technology to address a major social issue in the daily experience of major urban centers,” stated Alexandre Guerrero, CEO of Eletromidia.
The shelters will be activated in stages, reacting to local information about the demand for the service and the estimated size of the user pool, among other factors.
AlmapBBDO executive creative directors, Rafael Gil and Rodrigo Almeida, stated, “Abrigo Amigo is a rare opportunity to align commercial goals with a social purpose. Eletromidia can show the market just how technologically advanced its ads are while also providing a fundamental service for society, and standing by women in their hour of need.”
Credits
Agency: AlmapBBDO
CEO: Filipe Bartholomeu
CCOs: Luiz Sanches & Marco “Pernil” Giannelli
Executive Creative Directors: Rafael Gil & Rodrigo Almeida
Creatives: Rafael Gil, Rodrigo Almeida, Ingryd Cruz, Gustavo Tasselli & Fernando Christo
Account Management: Fernando “Fefo” Silva & Manuella Gavioli
Media: Rafaela Alves, Suellen Kiss & Thiago Gonzales
Film Production: CINE
Scene Directors: Walk In
Client: Eletromidia
Client Team: Lucio Schneider & Marcelo Pacheco
