J. Walter Thompson Brazil teamed up with Brazilian NGO Ayrton Senna Institute to launch “In the Heart of Brazil,” a campaign providing unprecedented support to athletes during the Olympic and Paralympic Games.
Ayrton Senna da Silva, three-time Formula One World Champion, is regarded as one of the greatest drivers of all time, hugely motivated by a desire to win for his country.
With the Olympics taking place in Rio de Janeiro, Brazil this summer, 2016 marks one of the most important years for Brazilian sports, which inspired the Ayrton Senna Institute to launch “No Pulso do Brasil” (In the Heart of Brazil), an animated film that leverages the story of the late driver’s career to deliver an important message to athletes.
The video at the heart of the effort recounts some of the challenges Ayrton faced throughout his successful career, which was tragically cut short in 1994 when his car crashed into a concrete barrier during the San Marino Grand Prix in Italy.
One of Senna’s biggest victories is also showcased in the campaign through an augmented reality app. When a smartphone is placed over a special charm bracelet given to more than 1400 Brazilian athletes, it displays an animation of one of Senna’s victories with an inspiring voiceover of Senna himself.
The response to “No Pulso do Brazil,” created by J. Walter Thompson Brazil in partnership with the animation studio Le Cube, was so great that another 32,000 bracelets were put in production, significantly surpassing the initial 2,000 production estimate.
“Our goal was to show athletes the excitement and pride that Ayrton Senna always had about being Brazilian and competing for something for his country,” says Gustavo Soares, Creative Director of J. Walter Thompson Brazil. He added that in addition to Senna’s helmet colors serving as a reminder of his spirit, the charm carries the driver’s unique message, that only after the eighth attempt was he able to realize his dream of winning in his home country.
In addition to Olympic and Paralympic athletes, celebrities and journalists and partners of the Ayrton Senna Institute have received the bracelets, as well as players on the Corinthians soccer team, of which Senna was a fan.
View the film on jwt.com here.