SENNA'S LIFE CURVE / LEGADO DO s do senna
"Senna’s S Curve" is one of Ayrton Senna’s many legacies. In addition to bearing the driver's name, the curve was designed with his assistance. Another milestone left by Senna was Audi's arrival in Brazil, 30 years ago. To celebrate Audi’s anniversary in the country, we searched for curves on Brazilian roads that resemble the famous S of Senna in Interlagos, leaving yet another legacy for Brazilians.
Execution
With the help of A.I., we mapped the Senna S curve by analyzing its shape, curvature, radius, direction, and size. Based on this data, we scanned thousands of road segments across Brazil, comparing features and calculating similarity levels. The most accurate matches were selected, marked with custom road signs, and pinned on Google Maps, officially registering new “Senna S” curves throughout the country.
The Launch
To unveil the first curve, we created a documentary in partnership with Discovery Channel, showcasing the search behind it and the technology that made it possible. The film was released on YouTube and the channel’s platforms. A cinema premiere also brought together guests and journalists for the first official screening.
To promote the project, we challenged Brazil’s top Geoguessr influencer to locate every curve.
Results
The project was a success. Beyond the organic media coverage in articles and news outlets, the signs and curves turned into tourist spots. Even local mayors posted videos promoting them. Now, every city wants its own “Senna S.” With just three billboards, we generated over 900 million impacts, a 23,650% ROI in earned media, and a 1,400% increase in social media engagement.
Engagement
As the second flight of the campaign, we invited Brazilians to find new “Senna S” curves and share them with us via Instagram DMs. Each submission was analyzed using AI, comparing its data to the original curve to determine whether it was a valid match. Once approved, the new curve was officially registered on Google Maps, and named by the person who found it, and shared across our channels, turning individual discoveries into a collective legacy.
As a final touch, we created a film where Rubinho Barrichello visits one of the curves found by a fan and surprises them in person.
