DON’T FORGET MY CALOI
CALOI
Don’t forget my Caloi. One of the most iconic advertising taglines in Brazil. It became part of the culture in the 80’s as a way in which kids asked their parents for bikes for Christmas.
40 years later, the number of bikes on the streets keeps increasing. And people who use them as a form of transportation fight a battle for space with cars. Result: the number of serious and fatal accidents involving bike riders are getting massive. Caloi decided it was time for its famous tagline to come back. Now as a call for safety on the streets and respect for bike riders.
Film
CASE STUDY
The tagline got a new meaning: “Don’t forget that there’s a human being on every bike”. Caloi also invited other bike brands to join the movement for safety on the streets, allowing them to use the tagline: Don’t forget my Cannondale, Don’t forget my Treck, Don’t forget my Specialized … and all the brands jumped in.
Besides social content created by bike activists, the campaign connected live data from Strava (most used app for bike riders) with OOHs located on the streets with the highest number of accidents, giving car drivers more visibility of bike riders in real time.
ROLE: CHIEF CREATIVE OFFICER
AWARDS:
CCSP 2019 (Brazilian Creative Club):
1 In Book/Integrated campaign