2016 // @ Ogilvy&Mather RJ
Background:
2016 was the year for the Olympic and Paralympic Games in Rio de Janeiro, Brazil, counteracting an existing resistance in Brazil in matters of Paralympic Games. Here, the commonsense dictates that any difference is a disability and people with some kinds of disabilities are worse than “normal people”. Our objective was to deconstruct this way of thinking, showing how great paralympic athletes can be.
Insight:
If people don’t see the greatness of Paralympic athletes, we need to surprise them and show up close how extraordinary they really are.
Idea:
The main idea was to show Brazil, and the world, how great paralympic athletes can be. To do this, the “Mindchanger Workout” film was published on the official Rio 2016 channels (Facebook, Twitter, and YouTube) and after that, page post’s links were published on Facebook of Rio 2016 to reinforce this idea.
My part:
I worked on planning and managing the social content production for the Organizing Committee for Rio 2016™ Olympic and Paralympic Games.
The campaign was divided in two steps: campaign awareness by publishing the film “Mindchanger Workout” and ticketing campaign by publishing Page Posts Link. For the first step, we chose to publish the film on YouTube and Facebook in three languages (English, Brazilian Portuguese, and Spanish). These contents had media with a specific language segmentation.
Results:
The video went viral by user and other publisher’s sharing. Also, the campaign won two Bronze Lions, one in Public Relations and another in Media.
