Nothing beats winning at home is the takeaway from this inspiring spot from the Instituto Ayrton Senna. If you're not familiar, Senna was one of the greatest F1 drivers ever, whose life was sadly cut short in a horrible crash. This story recounts in Senna's own words one of his most difficult races he ever won in 1991.
Even cooler, they are distributing the story through an augmented reality app attached to a charm bracelet that is being distributed to the Brazilian delegation with 32,000 more bracelets now in production. "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. He says that in addition to the values that motivated Senna, printed on the inside of the bracelet, the charm carries the driver's unique message, that only after the eighth attempt was he able to realize his dream of winning at home. "What ended up being his most epic win," he adds.
It's a great way of linking one sport with multiple sports. Also the animation looks pretty sweet, too.
Client: Instituto Ayrton Senna
Agency: J. Walter Thompson Brazil
CCO: Ricardo John, Rodrigo Grau
CSO: Fernand Alphen
Head of Digital: Fábio Simões
ECD: Humberto Fernandez
Creative Director: Gustavo Soares
Copywriter: Gustavo Soares, Rodrigo Rocha
Art Director: Diego Vieira, Erico Braga, Pablo Lobo, Pedro Ricci.
Account Team: Tom Corral, Alice Fairbanks
Project Management: Kazuo Sugui
Media: João Dabbur, Camila Bertoli, Andreia Kalvon, Andre Sanchez
RTV Director/Artbuyer: Marcia Lacaze
Digital Production: Maisa Delgado, Sergio Costa, Caroline Pivato
Producer: Flavio Colella, João Ricardo
App: Bolha
Client Approval: Bianca Senna, Larissa Mrozowski
Animation company: Le Cube
Direction: Ralph Karam
Executive production: Gustavo Karam and Juan Manuel Freire
Production: Juliana Millán and Ana Sieglitz
Writing: Ralph Karam, Nicolás Piccirilli
Illustration: Juan Barabani and Mau Lencinas
Audio producer: Cachorro Loco
Animation direction: Daniel Duche
Animation: Daniel Duche, Diego Polieri, Israel Giampietro, Fernando Toninello, Guadalupe Vyleta, Martín Lara, Mau Lencinas
Clean up: Manuela Calderone, Yas Hanna, Juan Huarte, Guadalupe Vyleta
Athletes Video
Production Company: Vetor Zero
Direction: Luiz Evandro, Coi Belluzzo
Executive Producer: Vandreia Ribeiro
Sound Production: A9
Maestro: Apollo 9
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