Rio 2016: The Mindchanger Workout [image] [spanish]

Credits & Description:

Agency: Ogilvy Brasil
Brand: Rio 2016
Country: Brazil
Advertising Agency: Ogilvy Brasil, São Paulo
Entrant Company: Ogilvy Brasil, São Paulo
Media Agency: Ogilvy Brasil, São Paulo
Pr Agency: Ogilvy Brasil, São Paulo
Production Company: Croacia, São Paulo
Additional Company: Rio 2016 Olympic And Paralympic Games Organising Committee, Rio De Janeiro
Art Director: Alexandre Fernandes (Ogilvy Brasil)
Planner: Bruno Cunha (Ogilvy Brazil)
Head Of Client Service: Mario Andrada (Rio 2016)
Media: Patrícia Naparstek (Ogilvy Brazil)
Copywriter: Philippe Lacerda (Ogilvy Brasil)
Media Director: Thiago Rodrigues (Ogilvy Brazil)
Digital Account Supervisor: Ana Ribas (Ogilvy Brazil)
Art Director: André Öberg (Ogilvy Brasil)
Digital Account Supervisor: Camila Graça (Ogilvy Brazil)
Vp Creative Executive Director: Claudio Lima (Ogilvy Brasil)
Account Supervisor: Erica Barreiros (Ogilvy Brazil)
Executive Creative Director: Félix Del Valle (Ogilvy Brasil)
Director Of Photography: Leo Ferreira (Conspiração Filmes)
Account Director: Mauro Frota (Ogilvy Brazil)
Client Executives: Ricardo Cirillo (Rio 2016)
Social Media: Letícia Xavier (Ogilvy Brazil)
Producer: Lucas Pires (Ogilvy Brasil)
Digital Projects: Renata Rollin (Ogilvy Brazil)
Copywriter: Rogério Martins (Ogilvy Brasil)
Account Supervisor: Luiza Varges (Ogilvy Brazil)
Producer: Mariana Veronez (Ogilvy Brasil)
Producer: Patrícia Cortes (Ogilvy Brasil)
Art Director: Renan Rivero (Ogilvy Brasil)
Director: Daniel Dixo Lieff (Conspiração Filmes)
Media: Luisa Tendeiro (Ogilvy Brazil)
Media: Natália Lopes (Ogilvy Brazil)
Client Executives: Sabrina Branquinho (Rio 2016)
Digital Account Director: Tatiana Michelan (Ogilvy Brazil)
Group Account Director: Ana Paula Perdigão (Ogilvy Brazil)
Planner: Carlos Martins (Ogilvy Brazil)
Planner: Luciana Ralston (Ogilvy Brazil)
Execution:
The lack of interest in the Paralympics from most part of Brazilians made them have a totally wrong image about the Games. Our challenge was to make them see the pure truth, which was the greatness behind Paralympics. So, we decided to use hidden cameras and make the most real video we could about the theme.When the video was ready, we knew it wasn’t a TV spot. We needed something more transparent, just like social media. And it was perfect. Brazilians got truly amazed by our content and started sharing it with endorsing the message.
Strategy:
The video was posted on Rio 2016’s social media such as: Facebook, Youtube and Twitter. At first, we spoke directly to our followers, using their previous interest in the Olympic Games to start a conversation about the Paralympics. It worked so well that many of them spontaneously shared our content in their timelines, helping the video to spread faster every minute.A week after the video was posted, we showed up with 3 new versions of the video with more scenes and testimonials. Thus, we got all the attention again and reached even more people with our message.
Outcome:
First 7 days:•15 Million Global views•Trending Topics Brazil•Globo, FOX Sports, Sportv•BBC, Huffington Post, USA Today, MARCA, The Times of IndiaLater:•Over 2 Million Organic Shares•Over 100 Million Global Views•Most watched ad on Youtube Brazil in September 2015•$37 returned for each $1 invested•1 Million new fans on Facebook•Teachers used our content to lecture about inclusion.•Today, our message is still being reposted. Now, with motivational quotes as a series of inspirational videos.•From 90% of lack of interest to 96% of Positive Sentiment•Brazilian Senator Romário invited one of the para-athletes in the video to discuss a bill proposal to create the National Dwarfism day.“This project goes beyond fighting prejudice. It’s a legacy that leaves a discussion about inclusion.”Mario Andrada, ECD Rio 2016
Synopsis:
Brazil is a superpower in Paralympic sports. Even so, a year away from Rio 2016, 90% of the Brazilians declared no interest in the Paralympics. They saw it as a less professional and less thrilling competition.We needed to prove them wrong. And more than that: make Brazilians change their minds about the para-athletes and arouse their interest in the Paralympics.Plus, we also knew that 79% percent of people who attended to a competition event in the 2012 Paralympic Games described it as “life changing”.
Campaign Description:
First, we thought: If Brazilians could watch closely to Paralympic a athlete performance, they would certainly change their minds about it. So, as they are simply not interested in going to a stadium and watch the para-athletes, we decided to make the para-athletes go to them.So we made a social video with 3 para-athletes unsuspecting gym-members in Rio de Janeiro. Recording everything with hidden cameras, we caught people’s reactions. At first, despise looks and disbelief. But when the para-athletes started working out, everything changed into astonishment faces.Our content became viral instantly with more than 2 million global shares and 96% of positive sentiment. For the first time in Brazil, Paralympics was a hot topic on TV. Using 3 para-athletes to represent a cause, we draw Brazilians attention to the Paralympic Games and made them rethink everything they once thought about disabilities.