Petrobras is the largest company in Brazil and one of the largest energy companies in the world. In 2013 the company turned 60 years old and had the challenge of rescuing the essence of: Brazilians being inspiring people. Since its foundation from a mass movement, Petrobras is inspired by Brazil. And in the last decade, Brazil has been inspired by Petrobras. So the campaign concept was born: “People are what inspires us” (Gente. É o que inspira a gente.). And the world's largest inspiring network took place. The main goal was to encourage Brazilians to get to know and share inspiring stories with the hashtag #inspiresme (#meinspira). Petrobras used a multiplatform to create an atmosphere of statements, declarations, videos, pictures and content of individual and community initiatives . Throughout the year, more than a thousand stories of Brazilians and the company itself were registered.

The campaign was divided in four stages over 10 months. The launch included TV commercials, radio spots, ads and digital media. The focus was inspiring stories of people connected with Petrobras. The second phase called Engagement, the goal was to encourage people's participation with the hashtag #inspiresme (#meinspira). The same media mix was used in addition to TV Bus , TV on Airports and Elevators and Out of Home panels. The third phase was during the anniversary month and called Celebration. The main piece was a 2 minute film with the company history told from today till its foundation. It was released along with a serie of short films at cinemas, TV and internet. As people's participation was increasing, collaborative social media posts and ads were broadcasted. On the final phase, Legacy, TV commercial, ads and internet formats showed how Brazil keeps inspiring Petrobras and how Petrobras keeps inspiring Brazil.

Petrobras has discovered, rescued and recorded thousands of stories for its brand. The greatest legacy of the campaign was to create an atmosphere of such inspiring stories. The Brazilians used the concept in social networks, relating it to themes such as family, sports, culture and gastronomy. Over a thousand different contents impacted 150 million people on Facebook and 60 million on Twitter. On Youtube, 100 independent channels engaged with the campaign. The film reached 3.5 million views in one week and was among the most watched on Brazilian Youtube in October. The serie of short films reached 1 million viewers in one week and had over 5 million likes on social networks. Over this period, #inspiresme (#meinspira) was cited 11 million times. The Facebook page of Petrobras grew 239 % and reached more than 1.1 million fans during the campaign. The site received over half a million unique visitors.