Visual metaphor from the “Tune In to the Road” campaign for Rádio Nova Brasil. Hospital equipment is hybridized with car parts to highlight the real consequences of distracted driving.
Motorcycle wheels meet a wheelchair in this visual from the “Tune In to the Road” campaign. A bold metaphor showing how a small distraction behind the wheel can lead to life-altering consequences.
A hospital bed takes the shape of a car front — part of the “Tune In to the Road” campaign. This visual reinforces how a seemingly harmless action, like adjusting the radio, can drastically change your destination.
Description
As part of the global Maio Amarelo movement for traffic safety awareness, this powerful campaign for Rádio Nova Brasil 106.5 FM combines bold visuals and a compelling message to spotlight the dangers of distracted driving.
The concept is simple but striking: by merging hospital equipment with car parts, the visuals deliver a chilling reminder of how small distractions — like changing the radio station — can have life-threatening consequences. In fact, this common habit can increase the risk of accidents by up to 89%.
Grounded in the reality of Alagoas, one of Brazil’s states with the highest rates of traffic fatalities, the campaign delivers a message that’s as local as it is universal: every second of attention on the road matters.
More than just a warning, the campaign positions Nova Brasil as a responsible choice — a safe, high-quality music station that keeps your focus where it should be: on the road.
Tagline:
Tune in to Nova Brasil. Tune in to the road.
This professional campaign titled 'Tune In to the Road' was published in Brazil in May, 2025. It was created for the brand: Nova brasil, by ad agency: Feat.Work. This Digital, OOH Outdoor, and Print media campaign is related to the Health, Media, and Public Interest industries and contains 3 media assets. It was submitted 6 months ago by Feat.Work.
Credits
Advertising Agency: Feat.Work, Maceió, Brazil
Art Director: Gusmão Victor
Copywriter: Victor Brasil
Creative Team: Bruno D'Avila, Victor Freitas, Thiago Duarte
