Every year, more than 5,000 people lose their lives in car accidents in Brazil, with 65% of these deaths being caused by alcohol consumption. There are many campaigns implemented with the goal to reduce road traffic accidents but few travel further than large centers, where most accidents occur. To ensure that the message is heard in every corner of the country, Ambev, the Brazilian brewing company of Anheuser-Busch InBev, used its fleet, which is one of the largest in the country, as a communication tool.

During this week’s #ThrowBrandThursday, we learn that “Where there is a driver, there can’t be alcohol.” Literally! As part of the “Responsible Billboards” campaign developed in partnership with Agencia Africa, the company embarked on a drunk driving awareness journey throughout the South American country, having as means of transport an updated truck fleet. Wanting to underline the importance of responsible driving, the brand changed the design of some of its tractor units: While the shipping containers which deliver alcoholic drinks kept their looks, the driver cabins were decorated with the images of Ambev’s non-alcoholic drinks.

Pepsi merged with Budweiser, Lipton teamed up with Stella Artois, Gatorade powered the Corona truck, and Guarana Antarctica was at the helm of the Skol car. Promoting a message that’s intended to save lives, the award-winning campaign┬ádirectly connected the driver with non-alcoholic beverages.

Covered with stickers, hundreds of trucks traveled one million kilometers across Brazil, the company delivering not only its goods to the destinations but also an important message to the whole country. To keep supporting its campaign, the brand has been gradually increasing the number of transformed trucks in its fleet.

Ambev and Brazil have been collaborating on road safety programs for a long time, with eight years of projects in partnership with the Sao Paolo state, the Federal District, and the federal governments. According to the company, Ambev contributed to data management, new systems, and has prevented more than 1600 deaths.

“‘Responsible Billboards’ is in line with Ambev’s long-term commitment to promote responsible consumption. Our initiatives range from awareness campaigns to in-depth solutions to try to mitigate impacts. We do this through campaigns, but also projects like ‘Consumption X-Ray,’ a screening questionnaire that reveals someone’s consumption profile, and the ‘Road Safety’ project, which works together with the public, private, and civil society sectors for the reduction of risks related to road safety,” says Alexandre Costa, Marketing Director at Ambev.


Title: Responsible Billboards

Client: AB InBev / Ambev

Agency: Africa

Product: Institutional


CCO: Sergio Gordilho

Copywriter: Pedro Bullos

Art Director: Erico Braga

Designer: Yllo Pedra


Special Projects Director: Monique Lopes Lima

Special Projects Managers: Juliana Leite, Fernanda Segura, Fernando Alonso

Special Projects Producers: Isabela Levy, Julia Newman

Client Services: Heloisa Pupim, Rafael Marques, Victoria Jaffe, Karen Pardo

Strategy: Aldo Pini, Douglas Godoy, Tiago Tuiuiu

Agency Producers: Rodrigo Ferrari, Tais Olhiara, Juarez lima


Production Company: Corazon Filmes

Director: Pedro de La Fuente

Executive Producers: Igor Ferreira, Renato Chabuh, Joao Luz

D.O.P.: Alex Vecchi

Film Art Direction: Ana Carolina Montagnana

Production Coordinator: Juliana Sigolo

Post-production Coordinator: Rodrigo Parente

Post-production: Warriors VFX

Editing: Mariana Becker

Color Grading: Acauan Pastore


Sound Design: LOUD

Sound Production: LOUD Team

Musical Director: Gustavo Garbato


Client approval: Ricardo Dias, Alexandre Costa, Mariana Taborda, Renata Almeida