São Paulo, February 2024 - The Paris Olympic Games are expected to be the most connected in history, breaking audience records. With this high visibility, athletes are taking on an even more prominent role as opinion formers and references for humanist values. It is this transformative power of sport that Vivo is seeking to amplify in its new campaign for this year's Olympic Games. With the motto "Gold is inspiring new times," the brand will use technology and artificial intelligence to strengthen the connection with the public through athletes, their achievements, and inspiring biographies, and value the audience's role in this transformative journey.
"As a sponsor of Team Brazil, Vivo wants to highlight the inspiring role the athletes have in the quest for Olympic gold, as well as the contemporary values they represent," says Marina Daineze, Vivo's Brand and Communications Director.
The campaign, created by VML, begins with the "Inspire" teaser, in which brand ambassadors Rayssa Leal, Vinicius Jr., and Italo Ferreira help set the tone for the conversation in this kick-off. By emphasizing the athletes' inspirational movement, the brand connects them to its "Live in your own time" positioning, which invites people to seek personal and collective well-being and believe in the power of sport to transform society.
Vivo is then launching the "Imagine the Scene" series, which will recreate important and inspiring points in each athlete's sporting career using artificial intelligence and the narration of its partner athletes.
