International Olympic Committee
Olympic Games Rio 2016
Challenge
To create the world’s most valuable non-commercial brand
Our strategic approach
We have translated the essence of the Rio 2016 Olympic and Paralympic Games into the first three-dimensional and multisensory brands in the history of the Games. Sculpture brands that symbolize passion and transformation. One brings the embrace of peoples and cultures, and the other reveals the “spirit in motion”, represented in a single heart.
Boldness is about taking risks and overturning the order. That’s what Carnival is about.
At Carnival all things are on the move, and so is the brand.
This brand has both choreography and ginga.
10 million people impacted during carnival in Rio.
7.840 people interviewed during the process.
1 billion dollars in economic movement.
To ensure that the Rio Carnaval brand was as alive and organic as Rio de Janeiro itself, we developed—in partnership with André Burnier and Plau—a creative coding tool that allows interaction with the brand through the movement of its ribbons, their thickness, motion, rhythm, and colors, all in a fully customizable way. A pulsating brand with personality and behavior, representing the creative force of all Samba Schools.
MEDIA POINTS
Distributed across
4 regions of Rio and 3 cities
in Baixada Fluminense.
CAMPAING INSERTIONS
4,433,436 ad insertions broadcasted
WEEKLY IMPACTS
60 million people reached across different channels.
