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Digital
Animation/Motion Graphics
Bronze Winner
Instituto Ayrton Senna
- "Ayrton Senna: The Heart of Brazil"
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Corporate Name of Client: Instituto Ayrton Senna
Client Account Manager: Larissa Mrozowski
Client Marketing Director: Bianca Senna
Media Planners: João Dabbur/Camila Bertoli/Andreia Kalvon/Andre Sanchez
Agency Account Executives: Tom Corral/Alice Fairbanks
Chief Strategy Officer: Fernand Alphen
Agency: J. Walter Thompson Brazil, São Paulo
Chief Creative Officers: Ricardo John/Rodrigo Grau
Executive Creative Director: Humberto Fernandez
Creative Director: Gustavo Soares
Copywriters: Gustavo Soares/Rodrigo Rocha
Art Directors: Diego Vieira/Erico Braga/Pablo Lobo/Pedro Ricci.
Head of Digital: Fábio Simões
Head of TV: Marcia Lacaze
Project Management: Kazuo Sugui
Agency Producers: Flavio Colella/João Ricardo
Digital Producers: Maisa Delgado/Sergio Costa/Caroline Pivato
Production Company: Le Cube, São Paulo
Director: Ralph Karam
Executive Producers: Gustavo Karam/Juan Manuel Freire
Producers: Juliana Millán/Ana Sieglitz
Animation Direction: Daniel Duche
Animators: Daniel Duche/Diego Polieri/Israel Giampietro/Fernando Toninello/
Guadalupe Vyleta/Martín Lara/Mau Lencinas
Illustrators: Juan Barabani/Mau Lencinas
Clean Up: Manuela Calderone/Yas Hanna/Juan Huarte/Guadalupe Vyleta
App Production Company: Bolha, São Paulo
Application Engineer: Augmented Reality
Music Production Company: Cachorro Loco, Buenos Aires
Description of the Project:
Senna is more than a Formula 1 racer; he is a Brazilian hero, an icon of overcoming hardship, stubbornness and good character. He died young, in a race in 1994. But his legacy lives on in parts because of Senna family who opened an NGO called “Instituto Ayrton Senna”; their mission is to help in the education of Brazilian children and keep the image of Ayrton Senna alive as an inspirational model. For the 2016 Olympic Games in Rio de Janeiro, the “Instituto Ayrton Senna”, sent a gift for the Olympic Athletes: a wristband and a message in augmented reality that is triggered using the wristband in the arm. The message is this animation film using the voice of Senna during an interview explaining the hardest race of his life and the importance of winning at his home - Brazil. The animation is a sensorial experience interpreting in an oneiric tone the fears and the resilience of Ayrton's voice describing the race: he won with problems with his car, suffering serious pains and under an intense rain. The film was crafted in 2D cel-animation, illustrated frame-by-frame with the intention of translating the humanity and organic feeling of its message.