Mercedes Benz - "Fire Marks"

Moma Propaganda

Moma Propaganda São Paulo, Brazil

3070

Title	Fire Marks
Agency	Moma Propaganda
Campaign	Fire Marks
Advertiser	Daimler AG
Brand	Mercedes Benz
Date of First Broadcast/Publication	2018 / 5
Business Sector	Automotive
Philosophy	In Brazil, all vehicles leave the assembly line stamped with a large identification number, and our idea was to stop putting numbers on the busses and instead give names to these vehicles. Specifically, the names of people who were injured or killed in attacks of this nature. Every year, hundreds of buses are targets of arson in Brazil. The purpose of such vandalism is to draw awareness and attention to a protest or grievance. However, such a practice results in serious consequences for innocent people who have nothing to do with the issue. The names and stories of drivers and passengers who are hurt or even killed in such incidents are often forgotten by society and they end up becoming just a statistic or number. For example, take the case of bus driver Jefferson Alves da Silva, who suffered burns to part of his body as he heroically saved a handicapper passenger from flames.
Media Type	Digital
Length	120 seconds
Creative Director	Rodolfo Sampaio
Art Director	Guilherme Martins
Art Director	Bruno Campanelli
Copywriter	Rafael de Miranda
Production	PBA Cinema
Director	Santi Dulce
Photographer	Nixon Freire
client	Walter Barbosa
Client	Curt Axthelm
Client	Jucimara Miotto