The Ayrton Senna Institute launches this Tuesday, May 1st, an unprecedented campaign, celebrating the role of the Brazilian teacher and highlighting the outstanding work performed by the organization since 1994. The Institution, which is the greatest legacy left by Ayrton Senna out of the track, has already qualified 220 thousand Brazilian teachers and helped 22 million children and young people in all regions of the country over the last 23 years.

The first phase of the #MyTeacherMyIdol campaign, created by Africa ad agency, starts with a moving video that emphasizes the numbers achieved by the Ayrton Senna Institute throughout its history. The main characters in the movie are the students and teacher of schools in Itatiba, in the state of São Paulo, who benefited from the Institute’s educational solutions. Together, they sing the “Victory Theme” – the song that used to score each victory achieved by the three-time Formula 1 champion – in order to show the champion is still breaking records, only now in the field of education.

“Just like Ayrton Senna, the Brazilian teacher should be seen as a national idol. After all, a good education is the key to a world of opportunities for everyone. That’s the goal we’ve been working towards over the last 23 years, bringing to life Ayrton’s greatest dream. We want to show the power of education through this campaign and to start a conversation with society at large, so that more people can engage with this fundamental cause in Brazil“, says Bianca Senna, the Ayrton Senna Institute’s Branding Director.

“We all know that the teacher has a crucial role in our country but the Ayrton Senna Institute has it as its core belief in order to perform their amazing work. That’s where our campaign’s main insight came from: the Institute that bears the name of the greatest Brazilian idol is showing everything they do to make an idol out of every single teacher, and inviting all of us to take part in it”, sums up Jorge Iervolino, Africa’s Creative Director.

On the campaign’s second phase, scheduled to air in the second semester, a new spot will be launched, with the aim of celebrating and highlighting even more the image of the teacher.

Watch the campaign’s first video: 


Title: #My TeacherMyIdol
Ad Agency: Africa
Advertiser: Ayrton Senna Institute
Product: Institutional
CCO: Sergio Gordilho
Creative Director: Beto Rogoski / Bruno Valença / Jorge Iervolino / Rafael Campello
Associate Creative Director: Fernando Drudi
Copywriter: Felipe Silva/ Beto Rogoski
Art Director: Daniela Albuquerque
Institutional: Rosi Ferreira
media: Bruna Olimpio
Planning: Alexandre Dória / Douglas Nogueira
Production/Agency: Rodrigo Ferrari / Patricia Melito / Valdir dos Santos
Producer: Killers Filmes
Director: Diogo Gameiro
Executive Producer: Julia Tavares
Production Coordinator: Norma dos Santos
Assistant Director: Akassia Gonçalves / Paula Balieiro
Director of Photography: Alexandre Elaiuy
Art Director: Paulo Ribeiro
Art Assistant: Edu Fazzio
Production: Alexandre Pierro / Alexandre Benjamin / Gilberto Zanzanelli
Costumes: Katia Gimenez / Flavia Martins Netto
Editor: Caio D’Andrea
Post-Production Coordinator: Andreia Figueiredo
Post-Production: Casablanca
Color Grading: Casablanca
Producer/Sound: Antfood
Customer Service/Sound: Renato Castro and Christiane Rachel
Conductor/Soundtrack Production: Lou Schmidt, Amanda Grus e Pedro Curvello
Production: Equipe Antfood
Narrator: Lourenço Schmidt
Approval/Client: Fabiana Fragiacomo e Bianca Senna
Date of first airing: 01/05/2018