#CabifyContigo
I started at Cabify México, when the brand reputation was seriously damaged because of their biggest incident in their history. It was about safety and the one year anniversary was getting close. So in order to rebuild trust we launched a video were the safety options were highlighted.
For Social Media posts, we divided the highlights from the main video in order to be more educational and more helpful.
Storytelling.
We had three characters, two women and one man. We wanted to empower both female characters, one with a workout hobby not commonly "for girls" and specially we wanted to show how strong a woman can be preparing herself to be aware in this society but specially of how unsafe Mexico is nowadays.
The another woman character, was about empowering her in a work environment and how she is perfectly capable of develop a leadership position inside a company. In this case a CEO.
Last, we wanted to complement the storytelling with a guy friend to make balance and be in line with gender equity.
All being connected by friendships with the safety features such as sharing the trip in real time, adding a trusted contact.
Because nowadays, friends are part of this generation family and sometimes they are closer than with their relatives.
Cast.
According with Cabify's target (A/B and C+) we wanted to get out of the box about beauty or style stereotypes, we wanted to show effortless looks of all characters. Be real about the situations.
The first one is walking from the gym (sneakers, casual skirt and a blouse) while the CEO has a blazer but still a comfy look and last the man is at a casual working environment with a casual dressing as well.
After this video we took these characters for future content videos so we can maintain the same look and feel relatable with the target.
