Description
From lucky charms to special rituals, Latin America has plenty of ways to attract good fortune.
For “Your Safety Isn’t Luck, It’s inDrive,” we turned familiar superstitions into a playful way to raise awareness of inDrive’s Liveness passenger verification feature.
The challenge? Fewer than 30% of drivers knew the feature existed. Instead of relying on fear-based messaging, we tapped into a familiar cultural insight: when life feels unpredictable, people turn to rituals for reassurance.
The campaign brings this insight to life across seven markets — Brazil, Mexico, Colombia, Peru, Chile, Ecuador, and Bolivia — while highlighting another key advantage for drivers: the freedom to choose which ride requests to accept.
Your safety isn’t luck, it’s inDrive. Drive and earn safely.
Check out the campaign video to see how we turned a cultural insight into a safety message that sticks.
This professional campaign titled 'Your safety isn’t luck, it’s inDrive' was published in Brazil, Colombia, and Mexico in October, 2026. It was created for the brand: inDrive, by ad agency: inlab. This 360°, Digital, and OOH Outdoor media campaign is related to the Transport industry and contains 1 media asset. It was submitted about 1 hour ago by External Communications Manager: Nadya Sidorova of inlab.
Credits
inDrive team:
Drivers Marketing Team: Anastasia Terentieva, Anastasia Dashkevich
Regional Marketing Team: Annya Domenech, Pamela Aridjis, Isabele Feliciano, Mariangela Celia Gentile, Constanza SantaCruz Cordovez
Media Team: Aleksei Kazakov, Eduardo Martín Reategui Kuroiwa, Fernanda Bahiana Bastos, Andrea Hernández
Digital Media Team: Karina Chotchaeva, Catalina Arboleda
Digital Marketing Team: Daria Pavlovskaya, Evelina Faizulina, Marcelo Ávalos, Juan Martinez, Daria Marukhlenko, Sergio Villalba, Aika Kulmashova
Content Marketing Team: Isabella Potes, Daria Baranova, Diego Orosco, Sofia Urueña Gaitán, Gilberto Canuto
PR Team: João Francisco Raposo, Diego Amezcua, Paola Cotrina, Lu Salazar, Natalia Espejo Cortés
inlab team:
Director of inlab: Mikhail Naliukhin
Senior Creative Team Lead LATAM: José Torreblanca
Creators LATAM: Saúl Bonilla, Karen Aide Rivera López
Senior Designer: Federico Sánchez
Creative Copywriter Brazil: Maria Camargo
Marketing Communications Team Lead: Maria Lebetskaya
Marketing Communications Managers LATAM: Valentina Zubareva, Alina Iumagulova, Maria Ivanova
Video Production Lead: Lana Lee
Senior Producer: Dmitry Lashkin
Web Production: Ivan Loktev, Anna Abramova
Senior Digital Producer: Anna Kochkina
Production company: Arteria
