Context
Formula 1 is a sport connected to the idea of using the most modern technology to break records. Petrobras, a Brazilian giant in oil exploration, sponsored the Brazilian Grand Prix at the same time that it was breaking records for depth in the sea.
Insight
Instead of telling the story of how the company is competent in the task of reaching the bottom of the sea with a film or a newspaper advertisement, we did better: we used the victory trophy as a piece of outdoor media
It was made using a stone found in the maritime zone known as pre-salt. To get there, Petrobras invested millions in research and development of technology. Just like the big Formula 1 teams do.
Research
One of the greatest feats in Petrobras' history was something that was barely tangible to the general public.
What is the pre-salt area, where the company found a huge source of oil?
Nobody knew. A lot of communication content was created to explain it.
The only way to tell this story in a less boring way would be to combine a historical feat with the sport that gave us Ayrton Senna, one of the greatest idols Brazil has ever had.
