Nobody struggled more than Senna to win in his country. Not until the eighth race, with unconquerable mechanical problems and in a lot of pain, did he win in Brazil.

Such willpower was turned into a talisman: a wristband inspired by his classic helmet and given to all Brazilian Olympic and Paralympic athletes.

But it has a special feature. Using an augmented reality app, it triggers a message of support narrated by Senna himself displayed in a unique way, using the athlete’s wrist as a screen, showing something he knew better than anyone: there is nothing as important as winning at home.

As the International Olympic Committee released the list of Brazilian athletes classified in each sport, we delivered the wristbands, one by one, in a very personal way. Along with that, we released a note to all the press, showing our idea and launching the video that the athletes were going to see in their wrists.

Our first idea was just to distribute 2000 bracelets to the athletes, representatives, coaches and the press. But in a few weeks of the campaign, the demand from the fans was huge, and we needed to produce almost 60,000 units. Besides that, the idea had a massive impact on social conversation, over R$ 5 million in earned media and more than 8 hours of free exhibition in television on the official broadcast of the Rio Olympics and on the most relevant sports channels of the country. And the most important result: the idea motivated all Brazilian athletes and helped the country to win the biggest number of Olympic medals in its history.