WAZE/Miami Dade County -  Abuela Mode
Miami was built on Latino culture. That's why the food is incredible, the parties never end, and the driving is god awful.
There's only one authority figure in Latin culture that can help fix that last part.

We created a way to hack into latino owned vehicles in Miami and encourage safe driving

Waze uses phone sensors to track driving. Speeding or braking hard will summon Abuela to put you in your place.

Extended periods of good driving are rewarded with points!

Customizable abuela icons indicate partner restaurants where drivers can redeem points

Several icon options so drivers can choose an abuela that looks like theirs. They can even upload their abuela's voice!

We rolled out targeted social media ads for Miami drivers

Out of home

CREDITS:

ART DIRECTION:
Paloma Rodriguez & Saul Birmaher

COPYWRITING:
Saul Birmaher

VIDEO:
Saul Birmaher
RECOGNITION:

Miami Ad School - Top Dog

Young Ones ADC - Merit