InDrive
Justo é escolher
Keenwork created the first campaign fully developed in Brazil for inDrive, turning a business challenge into a creative platform that is consistent, scalable, and rooted in Brazilian culture.
The starting point was translating the brand’s main differentiator into the local context: its peer-to-peer model, where passengers and drivers agree on fares directly, without algorithmic interference. We organized this proposition into a narrative platform capable of supporting the service’s different benefits. This led to the creation of "Justo é escolher", a concept that links freedom of choice, transparency, and autonomy to the way inDrive wants to position itself.
To strengthen the narrative and create a connection with Joelma, the celebrity featured in the campaign, we developed a Big Idea built around the double meaning of the word "platform." It refers both to the platform shoes that are part of her signature style and to the mobility platform she chooses. This idea became the foundation for the creative direction that guided all campaign extensions across social media, influencer marketing, and PR.
The result was a campaign driven by rhythm, cultural relevance, and a distinctly Brazilian perspective. It helped scale inDrive’s positioning and turned its value proposition into a message that feels closer, more relatable, and more connected to the Brazilian audience.
SERVICES:
- Campaign Concept and Tagline
- Campaign Planning
- Key visual
- Creative Assets
- Fake OOH
- Channel Rollout Plan
- Film Concept and Creative Direction
- Photography Concept and Creative Direction
- Jingle Concept and Creative Direction
- AI Video Concept and Production
