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Digital
Animation/Motion Graphics

Bronze Winner

Entrant: Le Cube, São Paulo
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.