Senna Brands STREET POETRY WITH MV BILL
MANY PEOPLE HAVE NEVER SEEN SENNA RACE. BUT THE TRACKS DON'T FORGET. MEMORIES ARE ETERNAL.
The briefing was based on data. While Ayrton Senna's image remained untouched for the 40+ audience, it lost some connection with the Millennial generation, and consequently with Gen Z. How to explain Senna's dimension to this new audience at the moment the brand launches its first positioning campaign?
We found the answer in Cidade de Deus, Rio de Janeiro. Birthplace of rapper MV Bill – also a Senna fan – who decided to send a 'street poetry' that rescues the pilot's memory and his achievements, while navigating the curves of Interlagos.
In addition to the original way of honoring the memory of the greatest pilot of all time, Bill also sees the possibility of bringing his "truth" and Senna's to an audience that has always been excluded from the automotive debate, but that Ayrton Senna made a point to remember with each conquest: the humble and hardworking Brazilian.
The campaign was first launched during a special program recorded by the "0 to 100" podcast from the Acelerados channel.
O filme foi dirigido por Ricardo Jones, da produtora Stink.
Quando ele entrava em cena
Dos adversários dava até pena
Imagina olhar no retrovisor
E ver o carro do Ayrton Senna
Come rain or shine
A giant at every turn
In Japan, in Monaco, in Brazil
The greatest pilot ever seen
Inside the tracks and out
When he left, everyone felt it
A piece of our reflection disappeared...
And even today many people cry
Sunday mornings lasted the whole week
It was for every Brazilian that he held that flag
Champagne was normal
I'm telling you, there hasn't been another like him yet
Galvão was chilled after every trophy
The whole world takes off their hats to Senna's yellow helmet
Uma história feita de vitórias
A verdade do Senna era a superação
Então pega essa inspiração, fica na atividade
Pra você também buscar a sua verdade.
