SAO PAULO, BRAZIL — Latin American car rental company, Localiza, has launched its Xtraordinary Driving School to empower people with intellectual disabilities to earn their driver’s licenses.
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 fulfill her dream of obtaining a driver’s license. 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, viewers 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 organization promoting the autonomy and inclusion of people with Down’s syndrome and other disabilities.
Leonardo Gontijo, Founder and Director of the Mano Down Institute, stated that the campaign brings dreams to life for people with intellectual disabilities, and enables their families to anticipate an inclusive future with more opportunities for autonomy. “We are an NGO that serves more than 800 families of people with Down’s syndrome and other disabilities. We have entire generations of people who live apart, socially invisible.
“This campaign empowers them to seize opportunities to develop, gain autonomy, and carve out a place in society.” Tatiana Rocha, Brand Director of Localiza, noted that the brand is proving that the future of mobility can include everyone. It’s not only raising awareness, but also taking action by training teachers in driving schools throughout the country and paying for driving courses, medical exams, legal expenses, and all the tests required for obtaining a license.
Antonio Augusto, Marketing Director of Localiza, highlighted, “The Xtraordinary Driving School is a long-term, unique project that brings out the best in those who participate and are impacted by it. Making it a reality required learning, sensitivity, and courage to propose a new and inclusive approach to the dream of getting a driver’s license. I feel privileged to be a part of it.”
The story of the Xtraordinary Driving School is set to progress across the year, including updates on those who enrolled in the driving school and new partnerships to support those looking to get their license in the future.
TITLE: Xtraordinary Driving School
CMO: Antônio Augusto
BRAND DIRECTOR: Tatiana Rocha
DIGITAL MARKETING DIRECTOR: Juliana Valeriano
CREATIVE DIRECTORS: Dan Zecchinelli, Rodrigo Spotorno
DESIGNERS: Átila Milanio, Matheus Carvalho
COPYWRITERS: Ildeu Filho, Dan Zecchinelli
ART DIRECTOR: Estevão Domingues
PROJECT MANAGEMENT: Rayssa Monteiro
ACCOUNT EXECUTIVES: Camila Caldas, Vanessa Maraísa
ACCOUNT ASSISTANT: Vitória Jéssica
MOTION DESIGNER: Marco Oliveira
PLANNERS: Giovanna Bayara, Rui Tofani
WEB DESIGNER: Cláudio Nascimento
DEVELOPER/CODER: Braulio Mateus
CONTENT: Rejayne Nardy, Gabriela Sá, Lais Sousa, Rodrigo Sales
ONLINE MEDIA: Bruno Henrique Teixeira, Elaine Neves, Gabriela Mansano
ADVERTISING MANAGEMENT: Júlia Resende, Iane Sena
TRADE MARKETING: Luana Akemi, Larissa Pedrozo, Vitor Zavatta
CREATIVE CONSULTANTS: Daniel Correa, Eduardo Marques, Manuel Rolim, Marcos Hosken, Ricardo Matos
VIDEO PRODUCTION COMPANY: Modernista Creative Producers
DIRECTOR: Gonzo Llorente
EXECUTIVE PRODUCERS: Marcelo Monteiro, Alexandre Lucas
ACCOUNT EXECUTIVES: Iara Demartini, Nicole Bonnet
CREATIVE DIRECTORS: André Inácio, Alexandre Lucas
1st ASSISTANT DIRECTOR: Raquel Reis
2nd ASSISTANT DIRECTOR: Caio Alfieri
3rd ASSISTANT DIRECTOR: Bruna Dutra
DIRECTOR OF PHOTOGRAPHY: Leo Kawabe
PRODUCTION MANAGEMENT: Pedro Gomes, Thais Girotto
PRODUCTION DIRECTOR: Gilberto Pereira
PRODUCTION: Monica Silva, Antonio Marcos
CASTING: Alice Wolferson, Neto Avena
ART DIRECTION: Karla Salvoni
OBJECTS PRODUCTION: Bruna Ramos
FASHION: Cacau, Anuro
MAKE UP: Laura La Laina
MAKE-UP ASSISTANT: Camila Ahn
SET PRODUCTION: Clayton Dantas
POST PRODUCTION AND FINISHING: Augusto Medeiros
FINISHING ASSISTANT: Gabriel Carneiro
EDITING: Daniel Prync
COLOR GRADING: Psycho N Look
MOTION & VFX: Fabio Meira
PROJECT MANAGER: Simone Ferreira
AUDIO PRODUCTION: OITAVA – Flávio Guerra, Leo Correia, Sílvia Niffinegger
PHOTOS: LUMINI FOTOGRAFIA – Márcio Rodrigues, Marco Mendes
TECHNICAL CONSULTANTS: Instituto Mano Down – Bruna Moreira, Carolina Mota, Dudu do Cavaco, Gabriel Leandro, Leonardo Gontijo, Miia Siqueira.
VISUAL IDENTITY: FutureBrand team: Ewerton Mokarzel, Arnaldo Bastos, Daniel Alencar, Felipe Luz, Rodrigo Valdevite, Lucas Machado, Julia Bergamo, Amanda Oliveira, Felipe Montagnoli, Gustavo Vasconcelos, Pedro Silva, Beatriz Zaidan, Gianlucca Segato, Thayná Alves, Hugo Pinheiro, Gabriel Porto
3D ILLUSTRATIONS: XCave
OFFLINE MEDIA: Agência Sophí – Rhayda Rufino