Ayrton Senna lost eight times before winning the Brazilian Grand Prix.
Ayrton Senna lost eight times before winning the Brazilian Grand Prix. For the Rio 2016 Olympics, we turned that story into a campaign — an animated film and a wristband inspired by his iconic helmet, distributed to every Brazilian Olympic and Paralympic athlete. 60,000 units. R$5 million in earned media. Brazil's best medal haul ever.

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Ayrton Senna Institute

Case study