Athletes inspire Olympic values in Vivo campaign

Vivo, the official sponsor of Team Brazil, is launching its campaign for the Paris Olympics with the slogan “Gold is inspiring new times."

Seeking to connect the public to the values of sport through technology and artificial intelligence, the campaign created by VML uses athletes Rayssa Leal, Vinicius Jr. and Italo Ferreira to promote the message that sport goes beyond victories and can inspire new generations. The campaign also serves to reinforce Vivo's commitment to sustainability and emotional connection with the public, sponsoring sporting events and promoting a greener and more inclusive future.

This year we will have the most connected games in history and we, at Vivo, will do more than provide people with the opportunity to experience this great event. We want to contribute to a different future, inspired by what the athletes represent. Increasingly, they go far beyond performance in competitions and influence new generations, and with this campaign, we're amplifying the positive messages of the Olympic spirit that speak to the brand's values.

Marina Daineze

Director of Brand and Communication, Vivo

Our challenge was to go beyond simply cheering on athletes to connect people with the values of sport. We want to inspire and impact the next generations, showing that sport can be a catalyst for building a better future.

Being inspired by Olympic athletes and what they represent: perseverance, passion and the positive impact they can have on new generations. Vivo wants to highlight how these values align with its mission and vision, and how athletes can shape a more positive future.

Our idea was to use technology and artificial intelligence to create a deeper connection with the public. With the “Gold is inspiring new times” campaign, we showed inspiring moments from the athletes' careers and connected them to the brand's positioning, “Live in your time”. The “Imagine the scene” series was one of the ways to bring these stories to life.

We seek to grow by strengthening our emotional connection with the public, promoting a brand image that values the true principles of sport and its ability to inspire. By combining technology with Olympic values, we have managed to increase our engagement and positively impact the way people perceive Vivo and its relationship with sport and sustainability.