The airplane of Azul Linhas Aéreas Brasileiras painted with the colors of Ayrton Senna’s helmet does two special trips on Friday (19th august): will take off from Sao Paulo (Viracopos) and land in Rio de Janeiro (Santos Dumont) with all passengers equipped with the bracelet for #NoPulsoDoBrasil campaign, which encourages Brazilian athletes in the pursuit of medals at the Rio de Janeiro Games.
In 2014, the Blue aircraft received in its beak the iconic painting of Ayrton Senna’s helmet in yellow, blue, green and white. The honor of the triple world champion of Formula 1 was part of the celebration of 20 years of the legacy left by the Brazilian idol.
“We believe it will be very special for all passengers to make this trip in the Blue plane in the colors of Ayrton helmet and with the bracelet. We are very happy over this partnership and look forward to more medals for Brazil in the last days of competition in Rio de Janeiro, “says Bianca Senna, Branding director of Instituto Ayrton Senna and triple champion niece.
Using the bracelet, which was also given to Olympic and Paralympic athletes in the country, passengers will be able, through an application on the phone, to see a reality video increased by his own hand in which Ayrton account the difficulties to win the GP Brazil 1991.
The #NoPulsoDoBrasil action received a Silver Lion at Cannes for the world’s largest advertising festival in the category mobile. The bracelet is on sale at the Ayrton Senna Shop.
On The Pulse Of Brazil
On The Pulse Of Brazil marketing campaign, conceived by the Ayrton Senna Institute, in a partnership with the J. Walter Thompson ad agency.
In a crucial year for Brazilian sports, the campaign is based on an animated short-film that brings a message from Ayrton Senna to nation’s athletes. The images recreate all the hardships Ayrton had to overcome in one of his most beautiful victories. They can be watched via an augmented reality app combined with a bracelet that is being delivered to the whole Brazilian Olympic delegation,
“It`s a great honor for everyone involved in the project to receive this award at Cannes. The campaign’s video was watched all over the world and moved lots of Brazilians, who had the chance to relive Ayrton’s epic victory at Interlagos. We hope that the bracelets help motivate our athletes to win several gold medals”, says Bianca Senna, the Ayrton Senna Institute’s branding director and the three-time F1 world champion’s niece.
The #NoPulsoDoBrasil bracelet is also being distributed to personalities and journalists who work closely with the Ayrton Senna Institute, besides being sold to the public at the Ayrton Senna Shop and the Netshoes webstore. Bracelets will only be sold in Brazil.
source: Ayrton Senna Official