São Paulo – In order to pay homage to Ayrton Senna and to revere the power that the three-time champion have to make Brazilians feel like they belong to one nation, Heineken®, the official sponsor of F1, presents the film “Obrigado”. Developed by Publicis Brazil, the piece is part of the #ObrigadoSenna campaign and reflects the importance and legacy of the racing driver, who for 25 years has been in the memory of Brazilians as one of the greatest of all time.
Heineken®’s new campaign takes a tour on the country’s recent history by showing several moments when the national flag was at different contexts – addressing different social realities. “Obrigado” was developed to glorify the magic that only Ayrton Senna had to unite Brazilians around TV and made us proud through his victories and inspirational example,” says Guilherme Retz, Heineken® brand manager.
The campaign film revolves around a trademark gesture of Ayrton Senna: raising the Brazilian flag in the eyes of the world in every victory. The act of wielding the national flag took place for the first time at the Detroit GP (1986), and remained until his last achievement at the Australian GP (1993).
“They say that when it is the flag of some, it is not the flag of others. But in the hands of one, it was the flag of all” says the movie’s voiceover. “Thank you for inspiring us to walk together.
“Ayrton has always been very proud to share his achievements with the whole country. His love for Brazil was evident in his victories. After winning in F1, he raised the Brazilian flag to show his pride for his homeland and to share the joy of triumph with all Brazilian fans. In Detroit, when Ayrton raised the flag, the country was saddened by the early elimination at the 1986 World Cup. He was able to return the joy to Brazilians with F1, one of the most competitive sports in the world”, says Bianca Senna, the driver’s niece and Branding Director at Ayrton Senna Institute.
“We live in times of strong and opposing opinions that sometimes-put people in opposition. Even after 25 years, Ayrton Senna is still unanimous, recognized as a hero, as national pride and to this day able to put all Brazilians on the same side”, adds Domenico Massareto, Publicis CCO.
“Ayrton Senna inspired and encouraged Brazilians to be proud of their country and, above all, to be united. With this campaign Heineken® reminds its consumers of the pride and happiness that this national hero provided to his nation with a simple gesture. Yesterday, today and always we will have reasons to say ‘obrigado’ to Ayrton Senna”, Retz adds.
The campaign was created by Pedro Maneschy, Gustavo Vieira, under the direction of André Leotta, Arturo Marenda, Paulo Aguiar, Rico Lins and Domenico Massareto. The film was directed by Cassu and the production house is YourMama.
“Obrigado” airs on TV and on the Internet, and is also part of a series of Heineken® brand activations in partnership with the Senna Family, which in 2019 came together to celebrate 25 years of the driver’s legacy with a series of joint actions, which also include the unprecedented Heineken F1 Festival – Senna Tribute (Nov, 9) and the Heineken® Brazilian Grand Prix 2019 (Nov, 15,16 and 17), events that will take place in São Paulo.
This is Heineken®’s third action in partnership with Senna´s family this year. The first one took place in May, during Senna Day. The second one has been active since September, where for each post published on social networks with #ObrigadoSenna R$ 5,00 were donated to Ayrton Senna Institute, which actively contributes to the continuation of the driver’s legacy.
Link to the video:
CREDITS
Client: Heineken
Product: Heineken
Title: Obrigado
Local Agency: Publicis Brazil
Chief Executive Officer: Eduardo Lorenzi
Chief Creative Officer: Domênico Massaretto
Executive Creative Director: Gustavo Victorino
Creative Director: Paulo Aguiar e Rico Lins
Associate Creative Director: André Leotta e Arturo Marenda
Art Director: Gustavo Vieira
Copywriter: Pedro Maneschy
Head of planning: Alexandra Varassin
Planning: Juliana Elia, Daniela Altenfelder
Head of media: Maurício Almeida
Media: Ana Sanchez, Gabriela Chilliani, Pietro Russo, Isabelle Zacaro, Vinícius Vilela
Head of accounting: Flavia Cortes
Accounting: Joanna Alencar, Renata Príncipe, Marcella Spada, Rafaela Sabino
Public Relations: Diogo Gusmão, Leandro Matulja, Letícia Zioni, Paula Ganem
Head of Production: Renata Sayão
RTVC: Michele Pavão | Wellington Inacio
3D Illustration: ImageFY Studio
Film Production: YOURMAMA
Direction: CASSU
Executive Production: Mayra Faour Auad, André Pinho e Fernando Carvalho
Production Accounting: Pati Caldas | Roberta NOC
Photography Director: Pepe Mendes
Production Coordination: João da Terra
Production Director: Latino Melo
Art Director: Ana Henriques
Wardrobe Production: Guga Saraiva
Coordinator of Finalization: Vivi Torre
Post-Production Accounting: Malaika Cipriano
Edition: Ivan Kanter Goldman and Filipe Rodriguez
Color Correction: Bleach Post
Post-Production: Warriors VFX e YOURMAMA
Finalization: Diego Ennes e Ed Andrade
Sound Producer: Supersonica
Musical and Creative Director: Antônio Pinto
Musical Production: Antônio Pinto e David Bessler
Musical Production Accounting: Tatiana Nascimento
Musical Production Executive: Marilia K Franco e Marina Nascimento
Sound Design and Finalization: Vinicius Villani
Client Approval: Gianluca di Tondo, Bram Westenbrink, Vanessa Brandão, Guilherme de Marchi Retz, Laura Dzino
Global Agency: Publicis Italy
Global Chief Creative Officer Publicis WW: Bruno Bertelli
Chief Creative Officer Publicis Italy: Cristiana Boccassini
Global Executive Creative Director: Luissandro Del Gobbo
Global Creative Director: Thiago Cruz
Editor: Fabrizio Squeo
Production Manager: Sanam Bartoletti
Worldwide Account Director: David Pagnoni
Sr. International Account Manager: Derek Muller
Brand:
Dr. Director Global Heineken® Brand: Gianluca Di Tondo
Music:
Soundtrack: Massive Music
