Bradesco was looking for Brazilians with inspiring stories to carry the Olympic torch. We found Gabriel`s story, an example of overcoming difficulties, that moved the whole country.

Gabriel, a 16-year-old para-athlete overcame one of the hardest obstacles any athlete could ever face in a race. When his prosthetic leg fell off 10 meters into a 100-meter dash, Gabriel took his leg in his arms and finished the race. Gabriel panicked when it happened and had no recollection of the last 90 meters. So to help him, Bradesco recreated the experience and all the emotions to give Gabriel the opportunity to hear the cheers of the crowd and to realize his amazing feat that he will never forget. To reward his determination and overcoming spirit, we surprised him with the honor of becoming one of the Olympic torch carriers.

We developed a broad segment to reach as many people as we could during the Olympic Games. We diversified the media channels, in both online and offline channels, reaching more than 60 million people through all media outlets.

Reach: 59,585,754

Engagement:  168,622

Views: 54,851,093 views

Impressions: 182,786,013

In a short period of time, Gabriel`s story became the most watched Ad video in the history of YouTube in Brazil.