Advertiser: Rio 2016Agency: Ogilvy BrasilCountry: Brazil
Objectives
There were two communications objectives:
- Leverage the event to a topic of interest: a quantitative tracking report indicated that 90% of Brazilians were not interested in the Paralympic Games1.
- 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...