Ambev transforms trucks into DUI campaign

(Ambev launches Brazilian DUI campaign)

Brazil is a continental country where numerous people die in road traffic incidents every day. In light of this, Ambev, the Brazilian brewing company of Anheuser-Busch InBev, took action and transformed its distribution fleet – one of the largest in the country – into media, starting an initiative able to travel for miles and reach far more distant areas than usual.

The “Responsible Billboards” campaign, created by Agencia Africa, converted part of the Ambev truck fleet that carries the company’s alcoholic brand beverages across the country.

While the semi-trailer portion containing Budweiser, Corona, and Stella Artois brand products remained the same, the Ambev truck cabins where the driver sits were covered with images of the company’s non-alcoholic drinks, such as Pepsi, Gatorade, and Lipton, along with a very clear and fundamental message to save lives: “where there is a driver there can’t be alcohol.”

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“Responsible Billboards is in line with Ambev’s long-term commitment to promote responsible consumption. Our initiatives range from awareness campaigns to in-depth solutions to try to mitigate impacts. We do this through campaigns, but also projects like “Consumption X-Ray”, a screening questionnaire that reveals someone’s consumption profile, and the “Road Safety” project, which works together with public, private, and civil society sectors for the reduction of risks related to road safety,” says Alexandre Costa, Marketing Director at Ambev. 

The visuals tell the Ambev story, directly linking the driver with non-alcoholic beverages. The campaign serves as a constant reminder of the importance of being responsible while driving and never, under any circumstance, mixing drinking and driving.

Brazil and Ambev already have a long history in road safety programs, with 8 years of projects in cooperation with Sao Paulo state, Federal District and Federal governments.

Ambev contributed to data management, new systems and prevented more than 1600 deaths. The initiatives were consolidated as a Toolkit by UNITAR – United Nations Institute for Training and Research – for safer routes, which has been exported to several countries. 

The Ambev trucks covered in stickers have traveled all main roads across the country, bringing the company’s products to its destinations with a simple and direct message. In order to keep reinforcing the campaign, Ambev has been gradually increasing the number of transformed trucks in its fleet


CLIENT: AB InBev/Ambev

  • Client approval: Ricardo Dias, Alexandre Costa, Mariana Taborda, Renata Almeida
  • Product: Institutional

AGENCY: Agencia Africa

  • CCO: Sergio Gordilho
  • Copywriter: Pedro Bullos
  • Art Director: Erico Braga
  • Designer: Yllo Pedra
  • Special Projects Director: Monique Lopes Lima 
  • Special Projects Managers: Juliana Leite, Fernanda Segura, Fernando Alonso
  • Special Projects Producers: Isabela Levy, Julia Newman
  • Client Services: Heloisa Pupim, Rafael Marques, Victoria Jaffe, Karen Pardo
  • Strategy: Aldo Pini, Douglas Godoy, Tiago Tuiuiu
  • Agency Producers: Rodrigo Ferrari, Tais Olhiara, Juarez lima


  • Director: Pedro de La Fuente
  • Executive Producers: Igor Ferreira, Renato Chabuh, Joao Luz
  • D.O.P.: Alex Vecchi
  • Film Art Direction: Ana Carolina Montagnana
  • Production Coordinator: Juliana Sigolo
  • Post-production Coordinator: Rodrigo Parente


  • Editing: Mariana Becker
  • Color Grading: Acauan Pastore 



MUSICAL DIRECTOR: Gustavo Garbato