In 2016, during the Rio de Janeiro Olympic Games, the Instituto Ayrton Senna, in collaboration with J. Walter Thompson Brazil (JWT), launched the “No Pulso do Brasil” (“The Heart of Brazil”) campaign. This initiative aimed to inspire Brazilian athletes by channeling the enduring legacy of Formula 1 legend Ayrton Senna.
A central element of the campaign was the distribution of wristbands to all Brazilian Olympic and Paralympic athletes. These wristbands, inspired by Senna’s iconic helmet design, featured an innovative augmented reality component. When scanned with a dedicated app, the wristband would project a motivational message from Senna himself, using the athlete’s wrist as a screen. This message emphasized the significance of winning on home soil, a sentiment deeply resonant with Senna’s own career triumphs.
The campaign extended beyond the wristbands. An animated film titled “Senna, The Heart of Brazil” was produced, depicting Senna’s determination and perseverance, particularly highlighting his arduous journey to win the Brazilian Grand Prix. This film served as a source of inspiration, illustrating the values of resilience and dedication.
The impact of the campaign was substantial. Initially, 2,000 wristbands were produced for athletes, coaches, and press members. However, due to overwhelming demand, production increased to nearly 60,000 units. The initiative garnered significant media attention, generating over R$5 million in earned media and more than eight hours of free television exposure during the Olympics. Most importantly, it provided Brazilian athletes with a profound sense of motivation, contributing to the country’s record-breaking medal haul at the Games.
