The brand and Senna Brands campaign, conceived by iD\TBWA, launched a mini-documentary that tells the story of the famous Interlagos curve
Audi Brazil launched, this Monday (23), a project whose objective is to map the country’s roads and highways in search of curves similar to S do Senna, from Interlagos, created by the idol Ayrton Senna.
Although it is known by the name of the pilot, the story behind the creation of the S do Senna It is not widely known. Designed by Ayrton, during the renovation that modernized the Interlagos racetrack in 1989, it is considered one of the driver’s legacies for motorsport.
Inspired by this heritage, Audi is mapping roads and highways across Brazil in search of curves similar to the S do Senna, transforming something that was once just a stretch of road into a curious tribute.
“Audi is enabling new points of contact between fans and idols. What, until now, was a legacy restricted to the Interlagos circuit and professional drivers, is now present in our daily lives,” says Sthefan Ko, executive director of creation at iD\TBWA, the advertising agency responsible for the idea.
For the launch of this project, a mini-documentary entitled The Legacy of the S was produced in partnership with Warner Bros. Discovery (WBD) and Sweet Filmes. The film explores the pilot’s relationship with the German brand, the history of S do Senna and what is behind the search for sections similar to S, all told through testimonies from characters who had close contact with the pilot.
Among them are Reginaldo Leme, a motorsports journalist; former driver Christian Fittipaldi; and Leonardo Senna, Ayrton’s brother and the driver’s partner in Senna Imports, a pioneer in Brazil in importing Audi cars.
The action represents Audi do Brasil’s main activation since the resumption of the partnership with Senna Brands, which took place in March of this year, in honor of the three-decade anniversary of the four-ring brand’s operations in the country.
