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The Mindchanger Workout
Agency Ogilvy Brasil / São Paulo + Conspiração Filmes / Rio de Janeiro + Sonido / Rio de Janeiro + Croacia / Rio de Janeiro
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Category
Branded Social Post / Branded Social Post - Single
Annual ID
OS_SM17040M
About the Work
A year away from Rio 2016, 90% of the Brazilians declared no interest in the Paralympics. They saw it as a less professional and less thrilling competition. If Brazilians could watch closely to Paralympic athlete performance, they would change their minds about it. As they are not interested in going to the games, we decided to make the para-athletes go to them. We made a social video with 3 para-athletes unsuspecting gym-members in Rio. Recording everything with hidden cameras, we caught people’s reactions. At first, despise looks and disbelief. But when the para-athletes started working out, everything changed into astonishment faces. Our content became viral instantly with more than 2 million global shares and 96% of positive sentiment. For the first time in Brazil, Paralympics was a hot TV topic. The debate made Brazilians rethink everything they knew about disabilities. Rio 2016 was the second-most attended Paralympic Games in history.
2017 Awards
Total Points: 5
Merit
Credits
Agency
Ogilvy Brasil / São Paulo
Production Company
Conspiração Filmes / Rio de Janeiro
Sonido / Rio de Janeiro
Croacia / Rio de Janeiro
Art Director
André Öberg
Renan Rivero
Alexandre Fernandes
Chief Creative Officer
Claudio Lima
Director
Daniel Dixo Lieff
Editor
Lucas Pires
Executive Creative Director
Felix del Valle
Photographer
Leo Ferreira
Producer
Patricia Cortes
Mariana Veronez
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