Agency: Tech
Client: Uber
Date: May 2018
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During the clash between Atletico Paranaense and Atlético Mineiro – two of the most important squads at the main football championship in Brazil, the Campeonato Brasileiro –, the goalkeeper Aderbar dos Santos Neto, aka Santos, surprised everyone with an attitude that nobody could expect.

The athlete, dear by the crowd and the biggest responsible for the squad’s security in the field, kept moving the phone a few seconds before the match start, something that could harm his attention and put his teammates at risk. The attitude caught the attention of fans and the whole sports press in Brazil immediately, rendering several critics to the goalkeeper.

The day after, though, he revealed that his apparent irresponsibility was actually part of an Uber and Atletico Paranaense campaign for Yellow May, alerting people about how dangerous this action might be elsewhere: in traffic. "What I did on the field is the same thing thousands of people do every day in their cars. But getting involved in a traffic accident is much more dangerous than taking a goal", Santos said, tooking advantage of the outrage that his attitude generated in people to ask them to stop using the cell phone while driving.

Currently, in Brazil, there are more than 400,000 road accidents every year, according to data from the World Health Organization (WHO). The use of cell phone is one of the main causes of traffic deaths in the country. According to the Brazilian Association of Traffic Medicine (Abramet), there are about one 150 deaths per day, almost 54 thousand a year. That’s why Uber, in partnership with Clube Atlético Paranaense, decided to take this discussion to the football fields, where everything that happens became big news around the whole country in matter of minutes.

The result was a daring move to mobilize millions of people around the world for awareness of safer traffic. We are grateful for everyone's engagement in Yellow May, so that together we can create safer driving habits, since we are the traffic.


Uber - Advertiser

Tech and Soul Sao Paulo - Agency

Flavio Waiteman - Creative Director/ Tech and Soul

Daniel Magri - Copywriter / Tech and Soul

Renan Bulgari - Art Director / Tech and Soul

Guga Dias da Costa - Art Director / Tech and Soul

Fernanda Machado - Creative Supervisor / Copywriter / Tech and Soul

Claudio Kalim - Account Director / Tech and Soul

Fernando Amino - Operation Director / Tech and Soul

Luiz Evandro - GP / Tech and Soul

Luiz Fernando Monteleone - Media Director / Tech and Soul

Luiz Gustavo - Media Assistant / Tech and Soul

Fernando Silva - Social / Tech and Soul

Gustavo Matusda - Social / Tech and Soul

Debora Santiago - Social / Tech and Soul

Adriana Gomes - Head of Marketing / Uber

Patricia Carvalho - Brand Strategist/ Uber

Tiago Urdan - Creative Director / Uber

Vinicius Siepierski - Associate Creative Director /Uber

Fabinho Cerdeira - Associate Creative Director / Uber

Guilherme Boechat - Marketing Manager / Uber

Cristiano Bunte - Content Manager /Uber

Mariana Polidorio - Public Policy /Uber

Mariana Boni - Legal Counsel, Transactions / Uber

Marcio De Meo - Communication Manager / Uber

Alan Troib - Regulatory Counsel, Legal / Uber