Title | Xtraordinary Driving School |
Agency | Maloca73 |
Campaign | Xtraordinary Driving School |
Advertiser | Localiza Rent A Car |
Brand | Localiza |
Date of First Broadcast/Publication | 2023 / 4 |
Business Sector | Transport, Travel and Tourism |
Philosophy | Latin America's largest car rental company, Localiza, has launched its Xtraordinary Driving School to empower people with intellectual disabilities to earn their driver’s licences. According to data from the Ministry of Infrastructure, Brazil has more than 74 million licensed drivers - but only two with Down’s syndrome. Despite the fact that there are no restrictions on people with intellectual disabilities driving, most either aren’t aware of this or have faced social and intellectual barriers growing up. The initial impetus for the campaign came about after Rui Tofani, a planner at Localiza wanted to help a friend with Down’s syndrome fulfil her dream of obtaining a driver’s licence. Reflecting on the obstacles she would face, Localiza's in-house agency, Maloca73, was spurred on to make a change. With the Xtraordinary Driving School, Localiza will not only raise awareness for the opportunities available for aspiring drivers, but also offer driving courses and cover the expenses of 30 aspiring drivers with intellectual disabilities. One of Brazil’s drivers with Down’s syndrome is Laura Simoes, whose story is told in the hero video broadcast across TV and social media. Having always been fascinated with driving, we watch as the day comes for her to translate her dreams into reality, backed by her own determination and the support of those around her. The campaign has already achieved enormous success, reaching more than 15 million unique users, prompting 98% positive interactions on social media, and even getting the attention of the Brazilian senate. The school’s first enrollment class was filled less than 24 hours after its launch, and four were filled in the first three days. Localiza has also partnered with the Mano Down Institute, a non-profit organisation promoting the autonomy and inclusion of people with Down’s syndrome and other disabilities. |
Media Type | Branded Content |
Length | |
Chief Marketing Officer (CMO) | Antônio Augusto |
Brand Director | Tatiana Rocha |
Digital Marketing Director | Juliana Valeriano |
Creative Director | Dan Zecchinelli |
Creative Director | Rodrigo Spotorno |
Designer | Átila Milanio |
Designer | Matheus Carvalho |
Copywriter | Ildeu Filho |
Copywriter | Dan Zecchinelli |
Art Director | Estevao Domingues |
Project Manager | Rayssa Monteiro |
Account Executive | Camila Caldas |
Account Executive | Vanessa Maraísa |
Account Assistant | Vitória Jéssica |
Motion Designer | Marco Oliveira |
Planner | Giovanna Bayara |
Planner | Rui Tofani |
Web designer | Cláudio Nascimento |
Developer | Braulio Mateus |
Content | Rejayne Nardy |
Content | Gabriela Sá |
Content | Lais Sousa |
Content | Rodrigo Sales |
Online Media | Bruno Henrique Teixeira |
Online Media | Elaine Neves |
Online Media | Gabriela Mansano |
Advertising Manager | Júlia Resende |
Advertising Manager | Iane Sena |
Trade Marketing | Luana Akemi |
Trade Marketing | Larissa Pedrozo |
Trade Marketing | Vitor Zavatta |
Creative Consultant | Daniel Correa |
Creative Consultant | Eduardo Marques |
Creative Consultant | Manuel Rolim |
Creative Consultant | Marcos Hosken |
Creative Consultant | Ricardo Matos |
Production Company | Modernista Creative Producers |
Director | Gonzo Llorente |
Executive Producer | Marcelo Monteiro |
Executive Producer | Alexandre Lucas |
Account Executive | Iara Demartini |
Account Executive | Nicole Bonnet |
Production Creative Director | André Inácio |
Production Creative Director | Alexandre Lucas |
1st AD | Raquel Reis |
2nd AD | Caio Alfieri |
Director of Photography (DOP) | Leo Kawabe |
Production Manager | Pedro Gomes |
Production Manager | Thais Girotto |
Production Director | Gilberto Pereira |
Production | Monica Silva |
Production | Antonio Marcos |
Casting | Alice Wolferson |
Casting | Neto Avena |
Art Director | Karla Salvoni |
Objects Production | Bruna Ramos |
Make-Up Artist | Laura La Laina |
Makeup Assist | Camila Ahn |
Set Production | Clayton Dantas |
Post Production / Finishing | Augusto Medeiros |
Finishing Assistant | Gabriel Carneiro |
Editor | Daniel Prync |
Color Grade Company | Psycho N' Look |
Motion / VFX | Fabio Meira |
Project Manager | Simone Ferreira |
Sound Production | OITAVA |
Sound Production | Flávio Guerra |
Sound Production | Leo Correia |
Sound Production | Sílvia Niffinegger |
Photography | LUMINI Fotografia |
Photographer | Márcio Rodrigues |
Photographer | Marco Mendes |
Technical Consultant | Instituto Mano Down |
Technical Consultant | Bruna Moreira |
Technical Consultant | Carolina Mota |
Technical Consultant | Dudu do Cavaco |
Technical Consultant | Gabriel Leandro |
Technical Consultant | Leonardo Gontijo |
Technical Consultant | Miia Siqueira |
Visual Identity | Ewerton Mokarzel |
Visual Identity | Arnaldo Bastos |
Visual Identity | Daniel Alencar |
Visual Identity | Felipe Luz |
Visual Identity | Rodrigo Valdevite |
Visual Identity | Lucas Machado |
Visual Identity | Julia Bergamo |
Visual Identity | Amanda Oliveira |
Visual Identity | Felipe Montagnoli |
Visual Identity | Gustavo Vasconcelos |
Visual Identity | Pedro Silva |
Visual Identity | Beatriz Zaidan |
Visual Identity | Gianlucca Segato |
Visual Identity | Thayná Alves |
Visual Identity | Hugo Pinheiro |
Visual Identity | Gabriel Porto |
3D Illustration | XCAVE Studios |
Offline Media | Agência Sophí |
Offline Media | Rhayda Rufino |