Rio 2016 | The Mind Changer Workout
The MindChanger Workout
Brazil was the host nation of the 2016 Paralympic Games. A year before the event, 90% of Brazilians declared to have no interest in the Paralympics.
The MindChanger Workout is a social video to make Brazilians rethink about the Games and invite them to see the greatness behind the parathletes.
This content became viral instantly with more than 2 million global shares and 96% of positive sentiment. For the first time in Brazil, the Paralympics was a hot topic on TV.
Rio 2016 ended up as the 2nd most attended Paralympic Games in history.
I was responsible for the digital & social media strategy, content management and data analysis. It was a greatly awarded campaign, specially on PR and Branded Content categories.
Awards
2017 - One Show - Merit Social Media
2017 - One Show - Merit PR
2017 - D&AD - Wood Pencil Media
2017 - Wave Festival - Gold PR
2017 - Wave Festival - Gold Branded Content
2017 - Wave Festival - Shortlist Green Wave
2016 - Cannes Lions - Bronze PR
2016 - Cannes Lions - Bronze Media
2016 - Cannes Lions - Shortlist PR
2016 - Cannes Lions - Shortlist Outdoor
2016 - London International Awards - Finalist Non-Traditional
2016 - El Ojo de Iberoamérica - Silver Media
2016 - El Ojo de Iberoamérica - Shortlist PR
2016 - El Ojo de Iberoamérica - Shortlist Sports
2016 - Effie Awards - Gold David x Golias
2016 - Effie Awards - Gold Olympics
2016 - Clube de Criação - Bronze Branded Content
2016 - Ciclope - Bronze Branded Content
2016 - Ciclope Latino - Gold Branded Content
Best Ads - Best ambient of the week 09/2015
