Cannes Lions

Ayrton Senna: The Heart of Brazil

J. WALTER THOMPSON BRAZIL, Sao Paulo / INSTITUTO AYRTON SENNA / 2016

Awards:

1 Silver Cannes Lions
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Overview

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Credits

OVERVIEW

Description

Nobody struggled more than Senna to win in his country. Not until the eighth race, with unconquerable mechanical problems and under 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, showing something he knew better than anyone: there is nothing as important as winning at home.

Execution

It is still a work in progress and the implementation depends on the classification of the Brazilian athletes. As the International Olympic Committee releases the list of Brazilian athletes classified in each sport, we deliver the wristbands.

Outcome

By the time we submit this form, 418 Brazilian athletes have already been classified for the 2016 Olympics in Rio. All of them have received the wristband.

We expect this number to exceed 1,400 athletes by the start of the Olympic Games on 2016-08-05. 100% of them will receive the wristband and have Ayrton Senna on their wrists in the Olympics in Rio.

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