Uber Brazil distracted an active goalkeeper with a mobile phone as a means of raising awareness around dangerous driving.
The stunt from creative shop Tech ran during a clash between Brazilian sides Atletico Paranaense and Atlético Mineiro. Goalkeeper Aderbar dos Santos Neto surprised fans by pulling out his phone and got disctracted before the match, alerting fans and the Brazillian press.
One day later, after the man-between-the-sticks was criticised, the group revealed the stunt from Uber and Atletico Paranaense
Santos said: "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."
The campaign underlines that there are more than 400,000 road accidents in Brazil each year according to the World Health Organization (Who). Furthermore, the cellphone is one of the leading cause of road related deaths in the country.
It comes not long after detergent brand Omo ran a one match sponsorship with Corinthians where it has an invisible logo that appeared as players sweated.
Vote for the campaign below in The Drum's Creative Works.