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2019 One Show - Public Relations

Distracted Goalkepper

Agency Tech and Soul / São Paulo + Uber / São Paulo

Client Uber
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Annual ID

OS_PR19048M

About the Work

Uber aims to promote a more humanized traffic in cities it operates. In Brazil, that’s an outstanding challenge since the country ranks as the 4th more violent traffic in the world – 54.000 casualties per year. Texting and driving, the 2nd major casualty cause, stands before drunk driving. However, 51% of drivers still admit to texting and driving. For that, we emulated the risks of this bad habit to Brazilians biggest passion: football. During a major Brazilian championship match, a goalkeeper checking a mobile was organically captured by the crowd which posted videos and comments on social medias, surprising influencers and the whole press, generating the biggest weekend talk. When the goalkeeper finally linked his attitude with texting and driving, the whole country paid attention.