Bradesco was looking for Brazilians with inspiring stories to carry the Olympic torch. We found Gabriel`s story, an example of overcoming difficulties, that moved the whole country. Gabriel, a 16-year-old para-athlete overcame one of the hardest obstacles any athlete could ever face in a race. When his prosthetic leg fell off 10 meters into a 100-meter dash, Gabriel took his leg in his arms and finished the race. Gabriel panicked when it happened and had no recollection of the last 90 meters. So to help him, Bradesco recreated the experience and all the emotions to give Gabriel the opportunity to hear the cheers of the crowd and to realize his amazing feat that he will never forget. To reward his determination and overcoming spirit, we surprised him with the honor of becoming one of the Olympic torch carriers.

We developed a broad segment to reach as many people as we could during the Olympic Games. We diversified the media channels, in both online and offline channels, reaching more than 60 million people through all media outlets.

Reach: 59,585,754

Engagement:  168,622

Views: 54,851,093 views

Impressions: 182,786,013

In a short period of time, Gabriel`s story became the most watched Ad video in the history of YouTube in Brazil.

In 2016, Brazil hosted the Olympic Games with Bradesco, the second largest bank in the country, as the official sponsor. As a sponsor, Bradesco earned the right to promote the carrying of the Olympic torch in cities throughout Brazil. The moment was significant for the country and historic for the Bradesco brand. Bradesco used the sponsorship to fill Brazilians with the Olympic spirit by finding inspiring stories from Brazilians and selecting them to carry the Olympic torch. The activation through Gabriel`s story sparked a connection between the bank and Brazilians in a way that has never happened.

With the Olympic games right around the corner, Bradesco needed something quick to impact and inspire the people who were very pessimistic about the Olympic Games being held in Brazil during one of its toughest crisis. So, we made a video with the clear intention for it to go viral in order to inspire all Brazilians with Gabriel`s story. The video was targeted to ABC Classes, both sexes, 18-35 Y/Old.

In 2016, Brazil was facing one of its toughest political and economic crisis. The fact that the Olympic Games were going to be held in Brazil was viewed with much disbelief. Brazilians were very pessimistic and cynical about the games so Bradesco, one of the Olympic Games sponsors, wanted to help rescue the Olympic spirit.