Rio 2016: The Mindchanger Workout

This case study explains how Rio 2016, the Olympic and Paralympic Games organisers, changed attitudes around disability and generated interest in the Paralympics among Brazilians with a series of videos published on social media.

Advertiser: Rio 2016Agency: Ogilvy BrasilCountry: Brazil

Objectives

There were two communications objectives:

  1. Leverage the event to a topic of interest: a quantitative tracking report indicated that 90% of Brazilians were not interested in the Paralympic Games1.
  2. Gain massive visibility with a low media investment: our client wanted to attract attention with a limited production and media budget.

The brief was simple, or relatively simple: we want a “viral”, something that will create buzz. More than a brief, a challenging provocation, that gave us the chance we needed to approve...

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