Responsible Billboards

Brazil is a continental country where numerous people die in road traffic incidents every day. Many awareness campaigns are created, but few to none are able to cover areas far from large centers, where most accidents happen.
In light of this, Ambev, the Brazilian brewing company of Anheuser-Busch InBev, took action and transformed its distribution fleet – one of the largest in the country – into media, starting an initiative able to travel for miles and reach far more distant areas than usual.
The “Responsible Billboards” campaign, created by Agencia Africa, converted part of the truck fleet that carries the company’s alcoholic brand beverages across the country. While the semi-trailer portion containing Budweiser, Corona and Stella Artois brand products remained the same, the truck cabins where the driver sits were covered with images of the company’s non-alcoholic drinks, such as Pepsi, Gatorade and Lipton, along with a very clear and fundamental message to save lives: “where there is a driver there can’t be alcohol”.