The #NoPulsoDoBrasil (On The Pulse Of Brazil) marketing campaign, conceived by the Ayrton Senna Institute, in a partnership with the J. Walter Thompson ad agency, received this week one of the most prestigious awards in the field: the Silver Lion, at Cannes (France) in the Augmented Mobile Experience category. The Cannes Lions International Festival of Creativity is the biggest and most important advertising event in the world.
In a crucial year for Brazilian sports, the campaign is based on an animated short-film that brings a message from Ayrton Senna to nation’s athletes. The images recreate all the hardships Ayrton had to overcome in one of his most beautiful victories. They can be watched via an augmented reality app combined with a bracelet that is being delivered to the whole Brazilian Olympic delegation,
“It`s a great honor for everyone involved in the project to receive this award at Cannes. The campaign’s video was watched all over the world and moved lots of Brazilians, who had the chance to relive Ayrton’s epic victory at Interlagos. We hope that the bracelets help motivate our athletes to win several gold medals”, says Bianca Senna, the Ayrton Senna Institute’s branding director and the three-time F1 world champion’s niece.
The #NoPulsoDoBrasil bracelet is also being distributed to personalities and journalists who work closely with the Ayrton Senna Institute, besides being sold to the public at the Ayrton Senna Shop and the Netshoes webstore. Bracelets will only be sold in Brazil.
Initially, only two thousand bracelets were going to be produced for the marketing action, which was created by the J. Walther Thompson ad agency and Le Cube animations studios. But it was such a big hit that another 32 thousand units are being manufactured, and an even larger amount is scheduled to be distributed soon.
The short-film brings to life the emotions felt by Senna in one of the most memorable moments of his career. In the 1991 Brazilian GP, at the Interlagos speedway, in São Paulo, even after a series of car troubles and suffering from muscle spasms, he won the race, making the crowd go wild.