Back in 2016, Brazil was living all the pains of having to deal with major political and economical crisis while at the same time preparing to host a massive international event such as the summer Olympic Games.
General Electric was one of the major global sponsors of this edition, and had prepared along with the government of the state of Rio de Janeiro in a series of infra structural projects related to power supply, healthcare equipment for medical clinics for both the athletes villa and hospitals in Rio, lighting technologies for the arenas inside the Olympic Sports Complex, Aterro do Flamengo and within the iconic Maracanã Stadium. At the same time, the company was a sponsor for the Brazilian Canoeing Team (which ended up scoring 3 olympic medals during the games), providing tech equipment and a software system designed to measure and provide feedback of the athletes' performance during training sessions.
So, needless to say, there was a lot at stake and a lot for GE to talk about - and the company wasn't keen on getting backlash of the crisis the federal government was facing at the time. So how could we portrait all these topics in a light, fun and informative way for a 30-something audience of business decision makers and fans of the brand?
The marketing head of GE approached us at New Vegas with an insight after visiting the countrywide famous Castelo Rá-Tim-Bum expo (an insanely popular Brazilian TV show of the 90's that was making a comeback through this exposition at the time period): how about using the twin eccentric scientists of the show, Tíbio and Perônio, as voices for our campaign?
General Electric was one of the major global sponsors of this edition, and had prepared along with the government of the state of Rio de Janeiro in a series of infra structural projects related to power supply, healthcare equipment for medical clinics for both the athletes villa and hospitals in Rio, lighting technologies for the arenas inside the Olympic Sports Complex, Aterro do Flamengo and within the iconic Maracanã Stadium. At the same time, the company was a sponsor for the Brazilian Canoeing Team (which ended up scoring 3 olympic medals during the games), providing tech equipment and a software system designed to measure and provide feedback of the athletes' performance during training sessions.
So, needless to say, there was a lot at stake and a lot for GE to talk about - and the company wasn't keen on getting backlash of the crisis the federal government was facing at the time. So how could we portrait all these topics in a light, fun and informative way for a 30-something audience of business decision makers and fans of the brand?
The marketing head of GE approached us at New Vegas with an insight after visiting the countrywide famous Castelo Rá-Tim-Bum expo (an insanely popular Brazilian TV show of the 90's that was making a comeback through this exposition at the time period): how about using the twin eccentric scientists of the show, Tíbio and Perônio, as voices for our campaign?
The insight was fully embraced and we set on a journey to write the scripts of a Youtube mini-series of 5 episodes with the original cast of the show, build their lab within GE's facilities in Rio from scratch, and use the actual olympic athletes as guests of the series, while at the same time showcasing all of the brands innovations built for the Rio 2016 Olympic Games. The Olympic Experiment featuring Tíbio & Perônio was born.
It was hard work within our New Vegas, GE and Vayner Media teams, and I was fully involved from the start of the concept ideas, to the writing process of the scripts, concept of visual guidelines, art direction for the set and wardrobe, to post-production and development of support content for this campaign. It was hard work for all of us, but it's one of the campaigns on my portfolio I'm most proud of.
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