It was cheap. But it might have cost a life.

The Federal Intervention Office in Rio de Janeiro had to face one of the most serious drivers of violence in Rio de Janeiro, the theft of cargo. In addition to the confrontation and intelligence to crush and arrest gangs and suppress theft, it was necessary to make the population conscious about not buying suspicious products.

To speak directly to the GIFRJ population, he called Onzevinteum, who created a simple and yet forceful campaign. The graphics show products sold illegally, such as smartphones, candy boxes, candy and headphones, beautiful, but with a dramatic detail: a drop of blood in the corner of the package. The concept complements the simple and strong message: It was cheap. But it could have cost a life.

The campaign was featured in popular newspapers such as O Dia and Meia Hora, as well as pieces of OOH in Rio's transportation hubs, such as Supervia - by train - and the subway.

A 30″ commercial with a 15″ version was also aired on trains, online and on TV.