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30.06.16
News

Le Cube's "Senna: in the Heart of Brazil" wins Silver Lion at Cannes

Congratulations to Le Cube! “Senna: in the Heart of Brazil” created together with Instituto Ayrton Senna and JWT, won the Silver Cannes Lion in Augmented Mobile Experience, gaining some much-deserved recognition for a project the São Paulo-based studio are particularly proud of.

Senna is more than a Formula 1 racer; for Brazilians, he is a hero, an icon of overcoming hardship, stubborn and with a strong will and character. Sadly to say, he died young in a race in 1994. But his legacy lives on. Part of this is thanks to the Senna family who opened NGO “Institute Ayrton Senna”; their mission is to help in the education of Brazilian children and keep the image of Ayrton Senna alive.

For the 2016 Olympic Games in Rio de Janeiro, the Instituto Ayrton Senna, together with JWT and Le Cube, prepared a beautiful message from Senna for all the Brazilian olympic athletes. Pointing out the importance of winning at home, the animation is seen through an augmented reality app attached to a charm bracelet that was distributed to the Brazilian delegation. Printed on the inside of the bracelets is Ayrton Senna’s unique message – that only after the eighth attempt was he able to realize his dream of winning at home. Through car troubles and muscle spasms, still he faced it unflinchingly, with it becoming one of his most inspiring and memorable moments.

Watch the full animation, see the winning film featuring the athletes’ moving reactions, and get an emotional insight into the creative process from Le Cube’s Creative Director Ralph Karam.