Ayrton Senna. The heart of Brazil.

Role
Creative and Technology Director

Agency
JWT Brazil

Client
Instituto Ayrton Senna

Awards:
2016 Cannes Lions - Mobile - Silver
2017 Clio Awards - Virtual / Augmented Reality - Silver
2016 LIA Awards - Digital - Bronze
2016 El Ojo de Iberamerica - Mobile - Silver
2016 El Ojo de Iberamerica - Digital Production - Silver
2016 Bass Awards - Best Commercial - Gold

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 the augmented reality app The Pulse of Brazil, it triggers a message of support narrated by Senna himself, which uses the wrist as a screen showing something he knew better than anyone: there is nothing as important as winning at home.
The target is very clear: all Brazilian Olympic and Paralympic athletes classified for the 2016 Olympics in Rio. Our strategy was to use Viviane Senna, Ayrton’s sister and the most relevant figure related to the idol, to personify the campaign. When a new athlete was classified to the Rio Olympics, she made a personal message and sent the wristband to the athlete. In some cases, she delivered it herself. We also put Viviane in the app The Pulse of Brazil, in an opening video where she talks about Senna’s strength and explains how the augmented reality worksIn each personal message, we have a call to action to downloadA the app and use the wristband to turn the wrist into a screen.
Instituto Ayrton Senna is a non-profit organization created by Ayrton Senna and inspired by his values. They work to promote better education in Brazil and inspire people by Ayrton’s willpower.According to a study by the Brazilian Olympic Committee, he is the biggest inspiration for Brazilian athletes. Even 20 years after his death, Senna is the most cited athlete by the Brazilians and had more than twice the number of votes of the second place. This shows how much influence he has over Brazilian people, and even more over Brazilian athletes. The 2016 Olympics in Rio is the perfect opportunity to use this influence to motivate the Brazilian athletes who will compete for a medal at home.

Case