“No Pulso do Brasil” (On Brazil’s Wrist) is a project developed with J. Walter Thompson, where Bolha created an Augmented Reality mobile app for Instituto Ayrton Senna’s campaign.

The project consisted of a bracelet, made in China, and an application which used Senna’s iconic helmet as the identifying marker to play an animated film over the arm.

It was a very complex application to develop, due to limitations such as the size of the image that needed to be recognized and the field where the film would be “projected” (arm). Several iterations were required to achieve the desired result.

A videocase was created showing Brazilian olympic athletes receiving the bracelet, such as Henrique Rodrigues (swimming), Ana Marcela Cunha (marathon swimming), Tiago Camilo and Felipe Kitadai (judo), Francisco Barreto (artistic gymnastics), and Fernando Reis (weightlifting).

Initially, 2,000 bracelets were manufactured, but the buzz generated among Senna’s fans was so intense that 30,000+ bracelets have been ordered on  Instituto Ayrton Senna website.

Download iOS app
Download Android app
• 2,000 bracelets – initial batch
• 30,000 bracelets – number of orders via ecommerce


Client
Instituto Ayrton Senna 

Agency
J. Walter Thompson 

Category
Augmented Reality, Experiential Marketing

Ayrton Senna Augmented Reality

São Paulo, Brazil
Rua Dr. Cândido Espinheira 51
Perdizes, 05004-000

sp@bolha.com.br
+55 11 3805-0538

Chicago, USA
222 W Merchandise
Mart Plaza #570

chicago@bolha.com.br
+1 312-871-2659

Privacy Preference Center