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Ayrton Senna: The Heart Of Brazil

基本信息
行业: 公益与非盈利组织
媒体:网络
投放:巴西
风格: Minimalism
说明cnen
Campaign Description
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.
Strategy
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 download the app and use the wristband to turn the wrist into a screen.
Synopsis
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.
Execution
It is still a work in progress and the implementation depends on the classification of the Brazilian athletes. As the International Olympic Committee releases the list of Brazilian athletes classified in each sport, we deliver the wristbands.
Outcome
By the time we submit this form, 418 Brazilian athletes have already been classified for the 2016 Olympics in Rio. All of them have received the wristband and downloaded the app.We expect this number to exceed 1,400 athletes by the start of the Olympic Games on 2015-08-05. 100% of them will receive the wristband and have Ayrton Senna on their wrists in the Olympics in Rio.
制作信息
品牌:
广告公司:
首席创意官:
创意总监:
美术指导:
客户经理:
导演:
其他职位:Executive Producer; Gustavo Karam
Project Manager; Kazuo Sugui
Agency Producer Director: Marcia Lacaze
Account Team: Alice Fairbanks, Antonio Corral
CSO: Fernand Alphen
MEDIA TEAM: João Dabbur, Camila Bertoli, Andreia Kalvon, André Sanches
奖项
戛纳国际创意节 2016
入围 移动应用
Augmented Mobile Experience
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