Cannes Lions
INSTITUTO RODRIGO MENDES, Sao Paulo / GLOBO TV / 2017
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A quadriplegic man was challenged to do what seemed impossible: drive a race car using mind control. The film presents Rodrigo Mendes, an activist who’s been a fan of Formula1 since he was a child, but who lost his movements when he was 18. When he arrives at the race track, we see his surprise to see the car that was built for him: just like a F1 car, with the #respect message. In the boxes, a technician explains how the helmet works, connecting his brainwaves to the computer in the car and its mechanical system. Rodrigo tries speeding up and turning left and right. There is great expectation when he finally hits the track and becomes the first quadriplegic to drive a race car with mind control. Letterings reveal the concept "Limits can be overcome. So can prejudice". Everything starts with respect”. The film ends with the website respect.globo.com
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