Ayrton Senna: The Heart Of Brazil

This case study shows how the Ayrton Senna Institute, a Brazilian NGO, drove an augmented reality campaign to gather support for Brazilian athletes during the Rio 2016 Olympic Games.

Advertiser: Instituto Ayrton Senna Agency: J.Walter Thompson Country: Brazil

Objectives

Our biggest objective was to use the Ayrton Senna's influence to motivate the Brazilian athletes who competed at Rio 2016. And help them to break the record of medals won by Brazil in London 2012. At first we didn't have commercial objectives. Our id

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