Localiza&Co Wins at Clube de Criação Festival 2023

Localiza&Co has achieved an unprecedented win at the 2023 Festival Clube de Criação, a milestone in the company's history. The company was recognized as the winner in the Business (Creation) category at the largest advertising event in Brazil.

The award was won thanks to the initiative 'Xtraordinary Driving School', developed and signed by Localiza&Co's internal team, known as Maloca73. This initiative received the Bronze Star in the category Transportation, Tourism, Travel, Entertainment, and Leisure, within the sub-division Promotional or Direct Marketing Action.

In 2023, the agency identified an important gap: few people with intellectual disabilities have a driver's license in Brazil, despite Brazilian legislation allowing this population to obtain a license. To solve this problem, it created the 'Xtraordinary Driving School' project, which subsidised the entire licensing process for people with intellectual disabilities.

The main piece of the project's campaign is an emotional video that tells the inspiring story of Laura Simões, one of the first Brazilians with Down's Syndrome to obtain her National Driver's License (CNH). The video not only highlights the challenges overcome by Laura, but also her determination and joy, inspiring viewers of all ages.

Tatiana Rocha, brand director of Localiza&Co, commented on the importance of this recognition: "Receiving the award at the Festival Clube de Criação is a validation of our commitment to inclusion, bringing the sensitivity that we always seek to value in all our relationships and interactions with people."

'Xtraordinary Driving School' was the first campaign fully carried out by Maloca73, Localiza&Co's internal advertising agency. This agency was created to handle the growing volume of work generated by the new mobility businesses and the company's expansion in recent years.

Localiza&Co's achievement at the 2023 Festival Clube de Criação not only celebrates the creativity of the team but also highlights the importance of social inclusion. With 'Xtraordinary Driving School', it proved that it is possible to give voice to people with Down's Syndrome and other intellectual disabilities, inspiring everyone to pursue their goals. It is a powerful testament to how mobility can be a key to good, and Localiza&Co is leading the way.

The achievement was celebrated at the 2023 Festival Clube de Criação ceremony, with over a thousand in-person spectators and live streaming on the BOX TV Play channel, a streaming partner of Clube de Criação. The winners were chosen by the a jury of nine professionals in the specific category.