In 2018, truck drivers protested against fuel prices doing a national strike that stopped all country’s distribution for more than a week. All gas stations ran out of fuel and the prices skyrocketed. Cars formed huge lines around gas stations to pay for limited and expensive fuel. Caloi, the biggest local bike manufacturer, saw an opportunity for a guerrilla campaign to challenge car drivers and increase its bike sales.
Client: Caloi. Year: 2018
Copywriter: Kiko Borger / Art Director: Felipe Revite / Creative Director: James Scavone - Carlos Fonseca - Guiga Giacomo